CHARACTERIZATION OF CHILDREN’S CONSUMPTION OF CHICKEN AND TURKEY MEAT TO DEVELOP SOCIAL RESPONSIBILITY STRATEGIES

Abstract

Purpose – to analyze the image, consumption and purchase habits of chicken and turkey meats by households with children as both kinds of meat are healthier than others. Research methodology – in the field of marketing, we carried out a telephone survey, a tool commonly used in market research to obtain primary source information. Findings – there are differences between households with and without children under 18 years old in the consumption and purchase habits of turkey and chicken meat. Instead, there is no difference in the image of both meats between the total of the sample and the households with children under 18 years old. Research limitations – we have not analysed the performance of these meats in relation to other types of meat. There- fore, it would be useful to have data on other meats in the future in order to make comparisons. Practical implications – the results of the research can be used to develop appropriate social responsibility strategies in the meat industry. Originality/Value – the point of view we provide is novel as we have not found comparable studies for these types of meat. Previously, the authors have analysed the children’s consumption of rabbit meat using a similar approach.