Buying decision‐making process for poultry meat

Abstract Purpose – In 2006 the world global poultry meat market was developing under the influence of shocks caused by the outbreak of the avian influenza which spread to the poultry meat market at the end of 2005. The virus affected the entire world poultry meat industry and thus visibly marked the world trade in poultry meat in 2006. This paper aims to investigate these issues. Design/methodology/approach – The paper concentrates on the results of the primary quantitative research which was carried out by using a method of individual personal interviews in a sample of n=2,452 poultry meat consumers, aged between 18 and 65 years and in the selected countries of Central and Eastern Europe (Slovenia, Bosnia and Herzegovina, Serbia). A positive perception of poultry meat was determined since the consumers in all three analyzed countries perceived it as tasty and healthy. Special attention was devoted to studying the importance of meat origin in a buying‐decision‐making process. Findings – The trends in poultry meat consumption which were determined in the study of the European poultry meat market were thus confirmed with the quantitative research carried out in the selected countries of Central and Eastern Europe. Originality/value – The positive perception of poultry meat and the importance of its origin in the buying‐decision‐making process are evident in all the analyzed countries of Central and Eastern Europe.