Seller reputation has long been considered to impact feeder cattle price by those in the cattle industry, yet from a research perspective, it has proven difficult to quantitatively measure that impact. Physical attributes and management attributes are either observable or certifiable. However, regularly recorded market data does not capture a measure of seller reputation since it is not physically observable. This research reports cattle buyer responses to a survey designed to characterize those cattle buyers and to begin to understand the market value of seller reputation by eliciting bids for varying layers of management and marketing practices with seller reputation.
