The subjective perceptions of chicken as a generic food brand: a communication perspective

Abstract

The food industry's focus has shifted to growth, profits and efficiency through new production processes. In response, people feel they have lost control over the food they eat.

Media has a direct impact on consumer perceptions. Chicken has received extremely negative publicity compelling consumers to question the safety of chicken as a protein source.

The aim of the study is to determine the different perceptions that exist in the mind of consumers regarding chicken as a generic food brand and to assess the role of communication in a consumer-brand relationship.

Q methodology is the research methodology chosen as it is able to communicate an individual's subjectivity.

The researcher considered factor loadings of 0.37 and more as significant. The varimax rotation produced four dominant factors. The variance in the correlation matrix was calculated at 70 percent. The factor scores were determined once the total number of factors with pure loadings had been identified.