Consumption of poultry and chicken consumer profile in João Pessoa, PB, Brazil

Abstract

The objective was to characterize poultry consumption in João Pessoa, PB. Five hundred consumers answered a questionnaire.Questionnaires were applied in small, medium,and large supermarkets as well a public market in the city of João Pessoa, thus covering different types of consumers.Confidence interval was 95%, given that is the most used in marketing surveys, and 5% error.Data were statistically analyzed and absolute and relative frequencies of each question were obtained. It was observed that poultry is the second meat in preference of consumers and that chicken cuts are preferred compared to whole carcass. Cuts such as breast and drumstick are the most chosen by consumers. Products are chosen mainly bythe taste and nutritive value, whereas price is considered secondly. The majority of consumers do not buy free-range poultry.