Image configuration of chicken meat from the perspective of consumers and retailers

Abstract

This study aims to verify which are the attributes and dimensions that make up the image of chicken meat in the perception of consumers and retailers and, more specifically, what the central image of this product and the perceived value. For this purpose, was implemented a qualitative research, exploratory, using the Method of Image Configuration. As a sample, it was selected a group of 40 consumers and 40 retailers. The results showed that the central image of the product, both for consumers and retailers, is consists for some common attributes such as “healthiness” of the meat, better price, taste and versatility. With regard to the dimensions of the images identified that both consumers and retailers perceive chicken meat as containing more physical and material, rational and sensory attributes. In addition, the perception of benefit is more strongly perceived by retailers than consumers, and these still have a strong belief about the existence of hormones in chicken meat. These results are important for the strategic direction of communication actions to promote the consumption of this product.