Value-added poultry product development: a consumer driven approach

• Author / Creator

  Martinez Michel, Lorelei

• To provide consumer oriented insight into the expanding market for value-added chicken product development, consumer science and econometric techniques were used to identify consumer perceptions and willingness to pay for chicken product attributes. ‘Convenience’ and ‘health’ were positively perceived attributes of unprocessed products while traditional processed products such as chicken nuggets represented undesirable composition, processing and quality concerns. Consumers had a strong preference for a refrigerated free range chicken breast product, without additives/preservatives or added flavour that could be oven heated. Microwaveable and organic products were less preferred. Half of respondents were willing to pay around 30% more for a value-added chicken product over the price of a conventional one. This information will allow poultry processors to develop new value-added chicken products in response to current consumer attribute preferences while maintaining a price that could enhance not only their profits but consumer satisfaction.

• Subjects / Keywords

  • Repertory
  • Poultry
  • Conjoint

• Graduation date

  Spring 2010

• Type of Item

  Thesis

• Degree

  Masters of Science in Food Science and Technology

• DOI

  https://doi.org/10.7939/R31K7P

• License

  This thesis is made available by the University of Alberta Libraries with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.