Supermarket X has seen a continual decline in the sales of beef over the past five years. Over this period, a number of factors have emerged which collectively may have eroded consumer confidence in the product and changed their attitudes and behavior. The factors may be summarized as follows.

Animal health scares related to diseases in cattle throughout Europe, including BSE and foot- and-mouth disease.

Health awareness in terms of relationship between diet, nutrition and health has become a topic that is more widely debated - especially the role and benefits of red meats.

The organic food movement has significantly grown over this period, raising awareness in consumers of food production and what they deem to be 'quality' food.

Animal welfare, in terms of how animals are treated on farms, on their journey to the abattoir and in the slaughter process, has become a topic that is more widely debated.

Define the marketing decision problem and marketing research problem for the above mentioned scenario.