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


  • Onyango, Benjamin M.
  • Rimal, Arbindra
  • Miljkovic, Dragan
  • Hallman, William K.


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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  • Onyango, Benjamin M. & Rimal, Arbindra & Miljkovic, Dragan & Hallman, William K., 2009. "Food safety risk perceptions as a tool for market segmentation: The USA poultry meat market," 2009 Annual Meeting, January 31-February 3, 2009, Atlanta, Georgia 46743, Southern Agricultural Economics Association.
  • Handle: RePEc:ags:saeana:46743

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    References listed on IDEAS

    1. Justo Manrique & Helen H. Jensen, 1997. "Spanish household demand for convenience meat products," Agribusiness, John Wiley & Sons, Ltd., vol. 13(6), pages 579-586.
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    Cited by:

    1. Tepe, Fatma Sine, 2010. "Biofuel policy and stock price in imperfectly competitive markets," ISU General Staff Papers 201001010800002642, Iowa State University, Department of Economics.

    More about this item


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

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