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Buying decision-
Buying decision-making process making process
for poultry meat for poultry
Tina Vukasovič
Perutnina Ptuj d.d., Ptuj, Slovenia 125
Abstract
Purpose – In 2006 the world global poultry meat market was developing under the influence of
shocks caused by the outbreak of the avian influenza which spread to the poultry meat market at the
end of 2005. The virus affected the entire world poultry meat industry and thus visibly marked the
world trade in poultry meat in 2006. This paper aims to investigate these issues.
Design/methodology/approach – The paper concentrates on the results of the primary
quantitative research which was carried out by using a method of individual personal interviews in
a sample of n ¼ 2,452 poultry meat consumers, aged between 18 and 65 years and in the selected
countries of Central and Eastern Europe (Slovenia, Bosnia and Herzegovina, Serbia). A positive
perception of poultry meat was determined since the consumers in all three analyzed countries
perceived it as tasty and healthy. Special attention was devoted to studying the importance of meat
origin in a buying-decision-making process.
Findings – The trends in poultry meat consumption which were determined in the study of the
European poultry meat market were thus confirmed with the quantitative research carried out in the
selected countries of Central and Eastern Europe.
Originality/value – The positive perception of poultry meat and the importance of its origin in the
buying-decision-making process are evident in all the analyzed countries of Central and Eastern
Europe.
Keywords Consumer behaviour, Buying behaviour, Poultry, Country of origin, Europe
Paper type Research paper

1. The poultry meat market

Poultry meat is an important segment of the consumption structure of various meat
types. Changes in the nutritional habits call for growth of consumption of this type of
meat. In the part of the study in question, several different research methods, analysis
methods and comparison methods were used, which enabled full analysis of the
nutritional trends on the poultry meat market. The comparison method enabled an
implementation of a direct content comparison of nutritional trends on the poultry
meat market and the importance of meat origin in the buying-decision-making process.
The method of strategic analysis, estimation and forecast was used to gain as authentic
estimations of the world and Europe poultry meat market development as possible.
Based on the results of the analyzes and trends in the meat processing industry, it
has been discovered that the poultry meat and poultry meat product sectors represent
the market which is growing and is very dynamical. Poultry meat is one of the most
favourite meat types. It is not only incredibly tasty, but it is also a food product that
corresponds to the requirements of modern and balanced nutrition. In addition, it is
quick and easy to prepare, healthy, safe, nourishing, and it offers a rich taste. British Food Journal
Vol. 112 No. 2, 2010
While examining nutritional trends and trends on the poultry meat market, it is pp. 125-139
worth to emphasize three global mega-trends: convenience and snacking, health and q Emerald Group Publishing Limited
0007-070X
well-being, pleasure and indulgence. Poultry meat has properties that can be classified DOI 10.1108/00070701011018815
BFJ into the three analyzed mega-trends: it is suitable for every occasion, it makes meal
112,2 preparation quick and easy (convenience and snacking trend), it provides diverse, tasty
and enjoyable meals (pleasure and indulgence trend), and low fat content makes it
easily digestible (health and well-being trend).
A research of the consumers purchasing behavior also encroaches on product origin
and its impact on the buying decision-making, a country’s image formed in the
126 consumer consciousness, ethnocentrism, patriotism, and consumer purchasing
behavior in individual countries.
In the international researching and business usage the noticed product’s origin
became one of the factors for distinguishing the products and making choices and thus
for compatibility as well. In product and service sales, both global and local, it is
important to know impact of origin of goods and forming an image of a country. The
importance an image of a country of origin and its effects on consumer perceptions and
buying intentions are well-documented in several reviews and meta-analytical studies.
The mentioned field is discussed in several papers, which authors are for instance
Bilkey and Nes (1982) Han and Terpstra (1988) Johansson (1989) Khachaturian and
Morganosky (1990) Knight (1999) Kaynak et al.(2000) Kaynak and Kara (2000)
Balabanis et al. (2000) Papadopoulos and Heslop (2002) Balabanis and Diamantopoulos
(2004) Vukasovič (2009a) and many more. This field is more and more actual and is
becoming more important mainly due to homogenization of elements of demand
resulting from market globalization.
Studying impacts of product origin on consumer’s behavior in decision-making
process for consumables is an issue that with its complexity impacts the researching of
products originating from various countries. By using a dynamic approach impacts of
country of origin are studied through consumer’s preferences towards certain products
and brands based on stereotypic view of country, a product originates from (“made in”
label) or based on brand’s name, which internationally communicates the true
product’s origin (e.g. “Cafe de Colombia”) (Johansson, 1989; Hong and Wyer, 1990).
Research on impact of country of origin on product evaluations has taken three
approaches in the current marketing literature. These are single-cue studies, multi-cue
studies and the conjoint (trade-off) analysis. In recent years, a fourth approach, namely
environmental analysis, is emerging which links a consumer’s perception of a product
and/or evaluation of the impact and/or influence of a select number of environmental
factors. In single-cue country of origin studies, a consumer evaluates a product and
makes a decision based on both intrinsic (i.e. taste, durability, design) and extrinsic (i.e.
price, brand name, service) cues. Those researchers who used multi-cues, on the other
hand, designed their studies in such a way that country of origin is one of the factors
amongst a variety of influences a consumer considers when making a selection and
ultimate buying decisions. To overcome the shortcomings of the first two groups of
country of origin studies, the third group of researchers proposed usage of conjoint
(trade-off) analysis where a researcher tries to measure how much consumers value
respective product attributes. The last research approach-environmental analysis
looks at the impact of various environmental factors on consumers and/or company
decision makers. To this end, the conjoint research of country of origin has more
behavioral orientation whereas the environmental analysis is more related to the
environmental impact on consumer decision making (Kaynak et al., 2000).
 Based on the published researches and the literature review it was determined that Buying decision-
impacts of country of origin were studied in the five most important directions: making process
(1) the most area of research is studying an image of a certain country from the for poultry
foreign consumer’s point of view (living in another country);
(2) the second largest research area was the ethnocentrism and studying the
relationship between domestic and imported products in as well as importance
of a threat that represent successful countries in a local environment; 127
(3) a smaller proportion of the studies (10 percent) discussed the product country
image, based on customer’s perceptions and beliefs;
(4) even smaller proportion of the empirical studies discussed an impact of the
product’s origin in relation with factors like brand and price; and
(5) the smallest proportion of the researches studied the importance of national
images in inter-organizational branch buying-decisions.

The importance of meat origin in buying process was researched as a part of the
quantitative research. In the empirical part of the paper the results of the research that
aimed to analyze customers’ buying habits, perception of poultry meat and factors
influencing decisions to buy poultry meat were shown. At the same time the
importance of poultry meat origin for buying-decision-process was studied. The
survey of the Central-East European markets (Slovenia, Bosnia and Herzegovina, and
Serbia) shows that origin of meat is the most important (the evaluation of significance
in the decision-making buying process was 9.5). A matter of interest is also a
comparative analysis of data, which can be found in the article of Becker et al., 2000
and the article of Magdelaine et al., 2008. The results of the study (Becker et al., 2000) of
German consumers show the following. In case of chicken, country of origin and place
of purchase seem to have minor importance, though in general extrinsic cues are still
regarded as more useful than intrinsic cues. More than 40 percent of the respondents
indicate a known source of poultry meat as an important element in the buying
decision-making process. The results of the study (Magdelaine et al., 2008) of French
consumers show the following: respondents state that the durability date is by far the
most important information as far as they are concerned (70 percent). A name of a
product is also considered a priority and ranks second (43 percent), along with official
quality label (Label Rouge). Both a packaging date and an origin are placed in the third
position (27 percent). A trade mark is of no special importance for the purchase, since it
landed on sixth place with only 19 percent.
The paper continues with the results of the quantitative research of Central and
Eastern Europe markets regarding the poultry meat perception and the importance of
meat origin in the buying process.

2. Perception of the poultry meat of the analyzed consumers

2.1 Research design and structure of the sample
State-of-the-art market research guidelines that emphasize the use of the methods for
determining key variables, the use of multi-item measurement scales and the use of
various research plans were considered in analyzing the research results. In the
continuation, only the selected method used for the research is presented, because the
paper does not focuses on presenting of all technical details of methods used. Details of
BFJ the research methods can be found in Gacula and Singh (1984) Resurreccion (1998)
112,2 Malhotra et al. (1999) Kumar (2001) Strašek (2003) Strašek (2006) Vukasovič (2009b).
In order to investigate the buying habits of poultry meat consumers, the perception
of poultry meat, and the importance of meat origin in the buying-decision-making
process, a quantitative research on the sample of n ¼ 2:452 poultry meat consumers
was carried out in the selected countries of Central and Eastern Europe (Slovenia,
128 Bosnia and Herzegovina and Serbia). The research sample is representative according
to the age (between 18 and 65 years), gender, region, and the population settlement type
in the selected country. The method of personal interviews aided with the use of a
structured questionnaire was used for interviewing. Table I shows socio-demographic
properties of the respondents, who participated in the research, carried out in Slovenia,
Bosnia and Herzegovina, Serbia.

2.2 Buying habits and the use of poultry meat in the selected countries of Central and
Eastern Europe
In the continuation the analysis of buying habits and the consumer perceptions of
poultry meat (chicken and turkey meat) in the selected countries of Central and Eastern
Europe is presented.
The research process has begun with questions which are related to the buying
habits and the use of poultry meat. The research emerged from the analytical
framework links between the effect of poultry meat origin and its perception in the
selected countries of Central and Eastern Europe (Figure 1).
The results show that both poultry and turkey meat (jointly considered as poultry
meat) are very popular among consumers in Slovenia, Bosnia and Herzegovina, and
Serbia, where the research was carried out. The latter is reflected in the consumption
trends of the meat of this type on the European market. A comparison of the results in
the analyzed countries shows the following (Figure 2). The biggest share of poultry
meat purchasers among the common population comes from Slovenia (99 percent),
followed by Bosnia and Herzegovina (97 percent), whereas the smallest share was
recorded in Serbia (90 percent). Monthly users (who buy poultry meat at least once a
month) are prevailing in Bosnia and Herzegovina (67 percent), whereas the lowest
portion again belongs to Serbia (44 percent). In Slovenia, the percentage of monthly
users rises to just 48 percent. The turkey meat brings more considerable differences.
While in Slovenia 89 percent of purchasers decide to buy turkey meat, in Serbia this
percentage drops to “only” 55 percent, whereas in Bosnia and Herzegovina the share
stops at 34 percent. The percentage of monthly turkey meat purchasers reaches 73
percent in Slovenia, 15 percent in Serbia and 10 percent in Bosnia and Herzegovina.

2.3 Cross consumption

The viewpoints on the buying of different meat types were also verified. In the light of
the buying of different meat types (cross-consumption), the respondent households, the
buyers of poultry meat and its products in the analyzed countries can be roughly
divided into two groups. The first group comprises 53 percent of the respondent
households where poultry meat and its products represent more than 50 percent of the
total amount of purchased meat per month. The second group comprises 47 percent of
the respondent households where poultry meat and its products represent less than 50
percent of the total amount of purchased meat per month. Both groups have their own
 Buying decision-
Bosnia and
Slovenia Herzegovina Serbia making process
n ¼ 809 n ¼ 843 n ¼ 800 for poultry
Gender (%)
Male 37.7 49.6 49.4
Female 62.3 50.4 50.6
Age (%) 129
18-29 14.4 26.3 25.2
30-39 26.2 20.6 19.9
40-49 25.1 23.8 23.9
50-65 34.3 29.3 31.0
Region (%)
Urban 48.2 43.2 58.5
Rural 51.8 56.8 41.5
Education level (%)
Primary school 9.5 16.6 7.6
Vocational school 19.5 28.6 22.6
High school 46.4 43.5 51.6
University or more 24.4 11.3 18.2
Marital status (%)
Married/cohabitation 74.0 58.8 67.4
Divorced/separated 5.3 3.6 3.1
Single (never married) 17.2 29.5 26.3
Widowed 3.5 8.1 3.2
Profession (%)
Managers/professionals 16.3 9.2 19.5
White collar workers 20.9 11.3 22.2
Blue collar workers 29.4 21.2 13.2
Retired 17.1 14.6 11.9
Pupil/student 7.5 21.1 10.2
Unemployed/housewife 8.4 20.4 22.9
Farmer/fisherman 0.4 2.2 0.1
Members in the household (%)
1 8.1 10.3 3.9
2 26.7 22.1 14.2
3 31.0 25.6 22.1
4 25.6 29.3 38.1
5 or more 8.8 12.7 21.7
The children, younger than 15 years (%)
No children 72.1 63.5 66.2
At least one child 27.9 36.6 33.8
Net monthly income of the household (%)
Lower 21.7 35.9 27.1
Middle 37.0 32.5 29.9
Higher 21.1 18.9 16.1
No answer 20.2 12.7 26.9
Responsible for meat and meat products purchase (%)
Mostly the respondent 25.6 25.2 16.1
Mostly the respondent, occasionally someone else 27.9 17.9 16.8
The respondent and someone else to the same extent 46.5 19.4 17.0
Mostly someone else, sometimes he/she 25.8 29.6
Only someone else 11.7 20.5
Table I.
Note: Slovenia, Bosnia and Herzegovina: lower (up to e1,000), middle (between e1,000 and e1,750), Structure of the sample
higher (more than e1,750); Serbia: lower (up to e250), middle (between e250 and e500), higher (more (Slovenia, Bosnia and
than e500) Herzegovina, Serbia)
BFJ
112,2

130

Figure 1.
The analytical framework
Buying decision-
making process
for poultry

131

Figure 2.
The frequency of meat
purchases in the selected
Central and Eastern
European countries (in %)
BFJ different sub-groups which are differentiated according to the share of an individual
112,2 meat type. Within the group comprised mostly of the poultry meat and its products
purchasers, four sub-groups can be determined:
(1) the majority is represented by fresh poultry meat;
(2) the share of purchased turkey meat is above average;
132 (3) the share of purchased fresh spiced poultry meat and convenience frozen
poultry meat products is also above average; and
(4) the above-average share of purchased convenience frozen poultry meat
products.

2.4 Location of poultry meat purchase

The main locations of poultry meat purchase in Slovenia are most commonly
supermarkets (36 percent) and hypermarkets (33 percent), followed by butcher’s shops
(14.1 percent) and small self grocery (10 percent). In Bosnia and Herzegovina, and
Serbia, the main locations of fresh poultry meat purchase are the butcher’s shops – in
Bosnia and Herzegovina with 35 percent, and in Serbia with 42 percent. The percentage
of the persons interviewed who buy poultry meat in hyper- and supermarkets is,
consequently, smaller – in Bosnia and Herzegovina this share equals to 27 percent
(supermarkets) and 10 percent (hypermarkets), respectively. In Serbia, 6 percent of the
interviewed persons purchase fresh poultry meat in hypermarkets and 21 percent of
them in supermarkets. The results are shown in Figure 3.

2.5 How is poultry meat perceived?

In the following segments, the consumer attitude towards packaged and served poultry
meat were first investigated and a closer look at possible differences was taken. Based
on the analyzed results in the selected countries of Central and Eastern Europe, the
mark average in all analyzed countries were calculated and is shown in Figure 4.
Statements which are mostly true for the packed poultry meat are categorized
according to their significance: “You have an information about shelf-life”, “Has a
longer shelf-life”, and “You know the producer”. The statements that are mostly true
for the served poultry meat (according to their significance) are: “Is fresh”, “You have
the option to select a specific cut”, “Is quality”, “Is healthy”, “Is tasty”, “Is
well-cleaned”, “Is cheaper”.
2.5.1 Poultry meat as tasty and healthy meat. The research made on the Central-East
European food market shows that consumers perceive poultry meat as a tasty and a
healthy meat. Since it is easy to prepare and can be prepared in various manners, it also
represents a very popular type of meat. With the method “Chains benefits” the
advantages of poultry meat (rational reasons), deeper benefits and poultry meat use
motives (emotional reasons) were discovered. A deeper understanding of the attitude
towards poultry meat is important for communication with consumers that must not
be based upon product characteristics, but on its benefits for a consumer.
The analysis of the poultry meat use motives shows that the most powerful motives
of the highest level, i.e. the level of values, are self-image (which comes from the less fat
in poultry as well as savings and satisfaction that comes from prepared delicious food),
health (less fat, easier for digestion) and enjoyment (tasty meals and prepared in
various manner) (Figure 5). It was determined that the results of the research coincide
Buying decision-
making process
for poultry

133

Figure 3.
Location of poultry meat
purchase
BFJ
112,2

134

Figure 4.
Perception of served and
packaged poultry meat

with the trends that are characteristic for the consumers on the global poultry meat
market.

2.6 Attitude toward the origin of meat

The determination of the importance of meat origin in the buying-decision-making
process was a very important segment of the research. The results show that in all
three countries (Slovenia, Bosnia and Herzegovina, and Serbia) the attitude towards
fresh poultry meat origin is very similar – the majority of the interviewed persons
decided to buy meat available from the domestic sources (Figure 6). In Slovenia and
Serbia, there are 70 percent of such persons interviewed, and in Bosnia and
Herzegovina 62 percent. The highest percentage of persons interviewed who buy both
meat of domestic and foreign origin is in Bosnia and Herzegovina (29 percent) and a bit
lower in Slovenia (16 percent) and Serbia (15 percent). We can thus confirm that in all
Buying decision-
making process
for poultry

135

Figure 5.
The poultry meat use
motives in the analyzed
countries (Slovenia,
Bosnia and Herzegovina,
Serbia)
BFJ
112,2

136

Figure 6.
The attitude towards meat
origin in the analyzed
countries of Central and
Eastern Europe
three countries of Central and Eastern Europe there is a significant tendency towards Buying decision-
buying poultry meat of a domestic origin. making process
2.6.1 The meat of known origin – a key factor in the buying-decision-making process.
Poultry meat is typically a distinctive generic product where a trade mark has no for poultry
special importance when deciding whether to buy it or not. The trade mark is built on
factors of the consumer’s way of thinking: the image of the trade mark, its familiarity,
familiarity of the name, perception of quality, fidelity, positive associations and other 137
benefits (Keller, 1998; Aaker, 1991).
In the research the factors which consumers find to be the most important when
deciding on a purchase of poultry meat and thus the importance of meat origin in the
buying-decision-making process were analyzed. The factors that consumers find to be
the most important were marked on a 1 to 10 scale, where 1 was the least important and
10 was the most important buying factor. The already defined factors of the
decision-making buying process regarding poultry meat were evaluated with the
scores from 1 to 10. Based on the dataset, the average evaluation of the individual
factors were calculated and then the evaluations were sorted out from the most to the
least important one in the buying decisions relating to poultry meat.
The survey of the Central and Eastern European markets (Slovenia, Bosnia and
Herzegovina, and Serbia) market shows that the most important are the meat origin
(the evaluation of significance in the decision-making buying process was 9.5), meat
quality, safety, taste, a use by date and a price (Figure 7).

3. Conclusions
The nutrition trends and trends in poultry meat market were analyzed and the results
of the quantitative research carried out on markets of Slovenia, Bosnia and
Herzegovina, Serbia were presented in the paper. The aim of the research was to
analyze the buying habits, the perception of poultry meat and the factors that are
important for consumers when deciding to buy poultry meat. At the same time the
importance of meat origin in the buying-decision-process was researched as well. To
understand the concept of impacts of meat origin full attention must be paid to finding

Figure 7.
Consumers’ average
marks for the factors and
their importance when
buying poultry meat in
markets of Slovenia,
Bosnia and Herzegovina,
Serbia
BFJ answers to the questions why, when, how and how much does meat origin influences a
112,2 value of meat and decision on purchase and to synergies between meat origin and other
product properties. In the process of choosing a product a consumer collects
information of product properties, environment, use and product origin. The latter can
more or less influence the process of choosing a product. The information of product
origin is the added value for a consumer and depends upon both objective and
138 subjective consumer properties.
The trends in the poultry meat consumption which were determined by our study of
the poultry meat market were thus confirmed with the carried out quantitative
research performed the selected countries of Central and Eastern Europe and were
compared with the studies conducted in Germany and France. The comparison of the
studies made in Slovenia, Bosnia and Herzegovina, Serbia, Germany and France
showed that the importance of the factors considered by consumers on all analyzed
markets when buying poultry meat is slightly different; however, we can agree that the
meat of known origin plays an important role when deciding on a purchase. In
conclusion, the positive perception of poultry meat is shown in all the analyzed
markets. Meat of known origin plays a key role in the buying-decision-making process.

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About the author

Tina Vukasovič, MSc, works as Market Research Manager in the Marketing Department in the
biggest Slovenian company for production and processing of poultry meat, Perutnina Ptuj d.d,
Slovenia. She is also a Lecturer of Management at the Faculty of Management, University of
Primorska, Slovenia. Tina Vukasovič can be contacted at: tina.vukasovic@perutnina.eu

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