TY  - JOUR
AB  - 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.
VL  - 34
IS  - 3
SN  - 0034-6659
DO  - 10.1108/00346650410536746
UR  - https://doi.org/10.1108/00346650410536746
AU  - Kennedy O.B.
AU  - Stewart‐Knox B.J.
AU  - Mitchell P.C.
AU  - Thurnham D.I.
PY  - 2004
Y1  - 2004/01/01
TI  - Consumer perceptions of poultry meat: a qualitative analysis
T2  - Nutrition & Food Science
PB  - Emerald Group Publishing Limited
SP  - 122
EP  - 129
Y2  - 2024/04/24
ER  -