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

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.