The effects of product and economic characteristics on consumers who purchase six cuts of fresh beef (blocks/parts, steak, thinly sliced, diced, chopped, and ground) in urban areas of the United States, Japan, and Australia will be examined in this paper. Certain product characteristics (such as product freshness and display case cleanliness) were important to consumers of beef in all three countries while other product characteristics (such as price considerations for ground beef consumers) were important for consumers of different beef cuts in all three countries. Some product characteristics varied in importance across consumers from different countries and consumers of different beef cuts.