Dubravka Skunca, Igor Tomasevic, Nevijo Zdolec, Rezear Kolaj, Georgi Aleksiev and Ilija Djekic
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…
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.