This study evaluates the importance of certain bull characteristics (disposition, EPD's, conformation, etc.) on a cow-calf producer's herd bull purchase decision. Data were collected from the Auburn University Bull Test Sale from 1997 to 2004. A total of 260 buyers purchased a total of 370 bulls during this six-year period. These buyers will be surveyed to determine demographics, farm characteristics, and the importance of factors influencing their bull purchase decision. A hedonic pricing model will be utilized to determine the value that individual buyers place on various factors or bull characteristics when purchasing a bull.