This studyiaims toidetermine the attributes of beef which is the choice of consumer preferences and the attributes most consumer consider in buying fresh beef and frozen beef in Oricow Beef Stall. The location of the study was purposively located in Oricow Beef Stall, Depok Subdistrict, Sleman Regency. The methd used in this study is descriptive method with the number of respondents 100 people. Chi Square analysis is used to determine the attributes of fresh beef and frozen beeef which are consumer preferences. The multiattribute fishbein analysis was used to determine the highest consumer attitudes so that these attributes were the attributes most considered by consumers in purchasing fresh beef and frozen beef. The results of the analysis show that the attributes that are consumer preferences for fresh beef and frozen beef are reasonably priced, bright red meat color, fine meat fiber, attractive packaging, little water content. To attribute the fat content of fresh beef with no fat and very fresh meat. While attributes of the fat content of frozen beef with little fat, and fresh meat. The most dominant attribute considered by consumers in purchasing fresh beef and frozen beef in Oricow Beef Stalls is freshness.