CONSUMER BEHAVIOUR ON THE POULTRY MEAT MARKET

In the paper, results are presented of the survey researches on factors determining the choice and consumption of poultry meat. The survey consisted of direct interviews with a questionnaire containing open questions, which referred to criteria of choosing poultry meat, meat quality characteristics, and to purchasing and consumption habits. The sample was selected intentionally according to a quota scheme, with respect to the sex and age of the respondents. The analysis of responses proved what follows: the criteria deciding whether or not to buy poultry meat were flavour, nutritional value, and short preparation time; over 50 % of the respondents were unable to name the quality features of poultry meat, whereas the others indicated its freshness and proper appearance; 90 % were not interested in identifying the manufacturers of meat, and the main reasons for eating poultry meat were its calorific and nutritional values, and easy preparation.