Consumer perception of poultry meat and the importance of country of origin in a purchase making process

Abstract

The development of the global poultry meat market has, in recent years, been marked by rapid, unexpected and complex changes. The poultry meat industry is one of the most competitive international sectors and is currently in its mature stage of development. In order to maintain their competitive position on the market, companies have to constantly prove themselves by supplying innovative products and processes.

This review focuses on recent trends in Slovenia, and the aim is to demonstrate how the present situation in Slovenia fits into the general trends within the European Union.

The article concentrates on the results of the primary quantitative research, which was carried out via individual personal interviews. The sample consisted of 600 Slovenian poultry meat consumers, aged between 18 and 65 years. Special attention was paid to the origin of meat in the consumer's decision-making process. The positive perception of poultry meat and the importance of its origin in the purchase-decision-making process were evident from the survey and knowing meat origin plays a key role in the purchase-decision-making process. The trends in poultry meat consumption, which were determined in our study of the European poultry meat market, were thus confirmed by the quantitative research, which was also carried out in Slovenia.

Keywords:

• consumer behaviour
• perception
• poultry meat
• origin
• Slovenia