Consumer Preferences in Poultry in China

Background/Objectives: For successful exporting poultry meat to the China’s market it is necessary to understand Chinese consumers’ preferences, expectations and values. The article is aimed at studying consumer preferences in the China’s poultry market. Methods: Consumer preferences were studied by the survey method. In addition, expert survey was carried out, the purpose of which was to identify and analyze the factors influencing the formation of consumer preferences. Findings: The study was conducted in 2015 in Harbin, China. The research resulted in the portrait of the consumer of poultry meat in China. These are persons with average and above average income, regardless of age and gender who use poultry meat several times a week and take care of their health. Price, quality of the poultry meat, the manufacturer’s reputation and recommendations from friends are factors exerting strong influence on the formation of consumer preferences. The Russian market operators should also carry out promotional activities; take into account the requirements of the competition. In addition to technical re-equipment, to ensure product competitiveness in the global market compliance of domestic products with international requirements should be provided. Applications/Improvements: The research results are of great interest for companies that are planning to export activities in the market of China’s poultry meat.