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Abstract

In order to analyze the key factors influencing the decline in chicken consumption in urban residents in Liaoning Province since 2008, and understand the characteristics of chicken consumption behavior of consumers in Liaoning Province, this paper used questionnaire survey to analyze the consumption of chicken and chicken products in Shenyang, Dalian, Anshan and Benxi of Liaoning Province. According to the analysis, the main reason for the decline in the chicken consumption is that the growth of pork consumption quickly replaced part of chicken consumption, which may be caused by the consumption preference of local residents. Another important reason is the frequent occurrence of incidents of chicken food quality and safety, leading to the worry about the safety of chicken food and accordingly reducing the times of chicken consumption. In addition, compared with the pork, beef, and mutton, the taste of chicken is slightly worse. In the period of consumption upgrading, the growth and decline of a product is a common phenomenon.

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