Poultry marketing – preference and purchasing

Abstract

The consumption of poultry is an important source of nutrition, so it is a basic need for everyday food conception. To supply the population is not only a sensitive social question but also a question of national health. The aim of this study is to reveal the connection between the preference of poultry and the basic socio-demographic factors and highlight the circumstances of purchasing this type of meat. In order to understand the preference of poultry, a large sample of quantitative (n=1 023 respondents) study was conducted. The preference of poultry depends on the age and residency of consumers. People over 50 and below 34 living in larger cities have the most positive preference towards poultry. In order to understand the circumstances of purchasing poultry and other meat products, an observation (n=123) was conducted. Customers typically buy fresh meat in super- and hypermarkets or at the butcher’s and they ask for the product from salespersons. Shoppers prefer to buy poultry to pork or beef. Considering poultry, people usually buy breast either filet or boned. People pay an average amount of 3 700 HUF for meat, however the standard deviation is high. In general the process of purchasing lasts for 10 minutes. Customers usually buy poultry because of hedonism and healthy eating style that is why companies have to sell the advantages and not the product on the market.