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Consumer-perceived quality characteristics of chicken meat and chicken meat products in Southeast Europe

Dubravka Skunca (Faculty of Agriculture, University of Belgrade, Belgrade, Serbia)
Igor Tomasevic (Animal Source Food Technology Department, Faculty of Agriculture, University of Belgrade, Belgrade, Serbia)
Nevijo Zdolec (Department of Hygiene, Technology and Food Safety, Faculty of Veterinary Medicine, University of Zagreb, Zagreb, Croatia)
Rezear Kolaj (Department of Economy and Rural Development Policies, Faculty of Economics and Agribusiness, Agricultural University of Tirana, Tirana, Albania)
Georgi Aleksiev (Faculty of Economics, Department of Management, Trakia University, Stara Zagora, Bulgaria)
Ilija Djekic (Department of Food Safety and Quality Management, Faculty of Agriculture, University of Belgrade, Belgrade, Serbia)

British Food Journal

ISSN: 0007-070X

Article publication date: 3 July 2017

Abstract

Purpose

The purpose of this paper is to analyse consumer perception of quality characteristics of chicken meat and chicken meat products in Southeast European countries (Albania, Bosnia and Herzegovina, Bulgaria, Croatia, FYR of Macedonia, Montenegro, and Serbia).

Design/methodology/approach

Results were collected from a field survey by using data obtained from a questionnaire directed at 2,368 consumers during 2015.

Findings

This study identified four consumer segments: “typical”, “selective”, “chicken meat preparers” and “uninterested” chicken meat consumers.

Originality/value

Older consumers (50 years) have higher interest in chicken meat quality characteristics, while women are “chicken meat preparers”. Chicken meat consumers who prefer particular chicken parts and consume chicken meat because it is nutritious are found among the working population, while the most number of consumers “uninterested” in chicken meat come from Serbia.

Keywords

Acknowledgements

This research did not receive any specific grant from funding agencies in the public, commercial or from not-for-profit sectors.

Citation

Skunca, D., Tomasevic, I., Zdolec, N., Kolaj, R., Aleksiev, G. and Djekic, I. (2017), "Consumer-perceived quality characteristics of chicken meat and chicken meat products in Southeast Europe", British Food Journal, Vol. 119 No. 7, pp. 1525-1535. https://doi.org/10.1108/BFJ-11-2016-0547

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited