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Consumer perceptions of poultry meat: a qualitative analysis

Kennedy, O. B., Stewart-Knox, B., Mitchell, P. C. and Thurnham, D. I. (2004) Consumer perceptions of poultry meat: a qualitative analysis. Nutrition and Food Science, 34 (3). pp. 122-129. ISSN 0034-6659

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To link to this item DOI: 10.1108/00346650410536746


Consumer studies of meat have tended to use quantitative methodologies providing a wealth of statistically malleable information, but little in-depth insight into consumer perceptions of meat. The aim of the present study was therefore, to understand factors perceived important in the selection of chicken meat, using qualitative methodology. Focus group discussions were tape recorded, transcribed verbatim and content analysed for major themes. Themes arising implied that “appearance” and “convenience” were the most important determinants of choice of chicken meat and these factors appeared to be associated with perceptions of freshness, healthiness, product versatility and concepts of value. A descriptive model has been developed to illustrate the interrelationship between factors affecting chicken meat choice. This study indicates that those involved in the production and retailing of chicken products should concentrate upon product appearance and convenience as market drivers for their products.

Item Type:Article
Divisions:Life Sciences > School of Chemistry, Food and Pharmacy > Department of Food and Nutritional Sciences > Human Nutrition Research Group
Interdisciplinary centres and themes > Institute for Cardiovascular and Metabolic Research (ICMR)
Interdisciplinary centres and themes > Centre for Food Security
ID Code:25548
Uncontrolled Keywords:Consumer behaviour, Consumers, Food products, Meat, Poultry

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