Enhancing poultry industry competitiveness: consumer perspective on chicken meat quality based on sensory characteristics
The increasing demand for chicken meat has caused producers to increase their productivity through enhanced production techniques. Further increase in demand for quality meat products has been predicted in the country. This study seeks to investigate factors that influence consumer perception toward...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Routledge
2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/37468/ http://psasir.upm.edu.my/id/eprint/37468/1/Enhancing%20poultry%20industry%20competitiveness%20consumer%20perspective%20on%20chicken%20meat%20quality%20based%20on%20sensory%20characteristics.pdf |
| _version_ | 1848848615619952640 |
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| author | Imran, Siti Nasihah Kamarulzaman, Nitty Hirawaty Abd Latif, Ismail Mohd Nawi, Nolila |
| author_facet | Imran, Siti Nasihah Kamarulzaman, Nitty Hirawaty Abd Latif, Ismail Mohd Nawi, Nolila |
| author_sort | Imran, Siti Nasihah |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The increasing demand for chicken meat has caused producers to increase their productivity through enhanced production techniques. Further increase in demand for quality meat products has been predicted in the country. This study seeks to investigate factors that influence consumer perception toward chicken meat quality. Face-to-face interviews were carried out with 569 consumers at selected shopping malls located in Klang Valley areas. The majority of the respondents perceived quality as an important criterion for buying decisions. The finding revealed that nine factors have influenced consumer perception on meat quality, namely color, size, springiness, chicken aroma, fatty/oily taste, sweetness, visible fat, tenderness, and fibrousness. Among these factors, tenderness was found to be the most important criterion that influenced consumer preference toward chicken meat quality during buying decisions. Good production practices and proper marketing strategies are among recommendations to poultry industry players toward fulfilling consumer demand for good quality chicken meat. |
| first_indexed | 2025-11-15T09:37:19Z |
| format | Article |
| id | upm-37468 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T09:37:19Z |
| publishDate | 2014 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-374682015-12-18T04:07:32Z http://psasir.upm.edu.my/id/eprint/37468/ Enhancing poultry industry competitiveness: consumer perspective on chicken meat quality based on sensory characteristics Imran, Siti Nasihah Kamarulzaman, Nitty Hirawaty Abd Latif, Ismail Mohd Nawi, Nolila The increasing demand for chicken meat has caused producers to increase their productivity through enhanced production techniques. Further increase in demand for quality meat products has been predicted in the country. This study seeks to investigate factors that influence consumer perception toward chicken meat quality. Face-to-face interviews were carried out with 569 consumers at selected shopping malls located in Klang Valley areas. The majority of the respondents perceived quality as an important criterion for buying decisions. The finding revealed that nine factors have influenced consumer perception on meat quality, namely color, size, springiness, chicken aroma, fatty/oily taste, sweetness, visible fat, tenderness, and fibrousness. Among these factors, tenderness was found to be the most important criterion that influenced consumer preference toward chicken meat quality during buying decisions. Good production practices and proper marketing strategies are among recommendations to poultry industry players toward fulfilling consumer demand for good quality chicken meat. Routledge 2014 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/37468/1/Enhancing%20poultry%20industry%20competitiveness%20consumer%20perspective%20on%20chicken%20meat%20quality%20based%20on%20sensory%20characteristics.pdf Imran, Siti Nasihah and Kamarulzaman, Nitty Hirawaty and Abd Latif, Ismail and Mohd Nawi, Nolila (2014) Enhancing poultry industry competitiveness: consumer perspective on chicken meat quality based on sensory characteristics. Journal of Food Products Marketing, 20 (suppl.1). pp. 102-121. ISSN 1045-4446; ESSN: 1540-4102 http://www.tandfonline.com/doi/abs/10.1080/10454446.2014.921878 10.1080/10454446.2014.921878 |
| spellingShingle | Imran, Siti Nasihah Kamarulzaman, Nitty Hirawaty Abd Latif, Ismail Mohd Nawi, Nolila Enhancing poultry industry competitiveness: consumer perspective on chicken meat quality based on sensory characteristics |
| title | Enhancing poultry industry competitiveness: consumer perspective on chicken meat quality based on sensory characteristics |
| title_full | Enhancing poultry industry competitiveness: consumer perspective on chicken meat quality based on sensory characteristics |
| title_fullStr | Enhancing poultry industry competitiveness: consumer perspective on chicken meat quality based on sensory characteristics |
| title_full_unstemmed | Enhancing poultry industry competitiveness: consumer perspective on chicken meat quality based on sensory characteristics |
| title_short | Enhancing poultry industry competitiveness: consumer perspective on chicken meat quality based on sensory characteristics |
| title_sort | enhancing poultry industry competitiveness: consumer perspective on chicken meat quality based on sensory characteristics |
| url | http://psasir.upm.edu.my/id/eprint/37468/ http://psasir.upm.edu.my/id/eprint/37468/ http://psasir.upm.edu.my/id/eprint/37468/ http://psasir.upm.edu.my/id/eprint/37468/1/Enhancing%20poultry%20industry%20competitiveness%20consumer%20perspective%20on%20chicken%20meat%20quality%20based%20on%20sensory%20characteristics.pdf |