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Consumer perceptions of poultry meat: a qualitative analysis

O.B. Kennedy (Researcher, Northern Ireland Centre for Diet and Health (NICHE), School of Biomedical Sciences, University of Ulster, Coleraine, UK)
B.J. Stewart‐Knox (Research Fellow, Northern Ireland Centre for Diet and Health (NICHE), School of Biomedical Sciences, University of Ulster, Coleraine, UK)
P.C. Mitchell (Senior Lecturer, Northern Ireland Centre for Diet and Health (NICHE), School of Biomedical Sciences, University of Ulster, Coleraine, UK)
D.I. Thurnham (Professor, Northern Ireland Centre for Diet and Health (NICHE), School of Biomedical Sciences, University of Ulster, Coleraine, UK)

Nutrition & Food Science

ISSN: 0034-6659

Article publication date: 1 June 2004

Abstract

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.

Keywords

Citation

Kennedy, O.B., Stewart‐Knox, B.J., Mitchell, P.C. and Thurnham, D.I. (2004), "Consumer perceptions of poultry meat: a qualitative analysis", Nutrition & Food Science, Vol. 34 No. 3, pp. 122-129. https://doi.org/10.1108/00346650410536746

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited