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Food safety risk perceptions as a tool for market segmentation: The USA poultry meat market

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Author Info
Onyango, Benjamin
Rimal, Arbindra
Miljkovic, Dragan
Hallman, William

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Abstract

This study uses data from a 2006 survey on potential AI outbreak in USA to explore application of risk perceptions as a segmentation tool in the poultry meat market. Preliminary results from principal component analysis (PCA) suggest that the poultry meat specific safety level will drive people consumption choices in AI outbreak. Based on the perceived safety level, poultry meat product market was categorized into: (1) the home cooked and familiar brands; (2) the technological/novel; and (3) organic/fast food poultry products. The results further show differential public trust AI advice across institutions.

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Publisher Info
Paper provided by Southern Agricultural Economics Association in its series 2009 Annual Meeting, January 31-February 3, 2009, Atlanta, Georgia with number 46743.

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Date of creation: Jan 2009
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Handle: RePEc:ags:saeana:46743

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Related research
Keywords: Avian Influenza; Market segmentation; poultry industry; Agribusiness; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety;

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This page was last updated on 2009-12-11.

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