Chicken meat – A study on consumption, attitudes and the Brazilian consumer behavior

Abstract

Chicken meat is the animal protein with the greatest global perspective of growth in consumption and production. In this way, knowing the factors related to the consumer perception can generate valuable information for your production chain. In this context, the perception of 393 Brazilian consumers was evaluated in this study, recruited by non-probabilistic convenience sampling, regarding intrinsic and extrinsic attributes related to chicken meat, through open and closed questions using an online questionnaire. Based on the results, the Analysis of Hierarchical Groupings (HCA) identified two distinct groups of consumers, called “Conscious Group” and “Superficial Group”. In general, it was observed that consumers associated intrinsic characteristics such as aroma, flavor and juiciness to the overall product quality. It was also noted that factors that promote safety and production sustainability can add value to the product. It is concluded that despite the large consumption of this product by the population, the segmentation and characterization proved to be key to accessing unique information about their attitudes and behaviors.