This study explores the application of risk perceptions as a segmentation tool in the poultry meat market. Principal component analysis is used to examine data from a 2006 survey on a potential avian influenza outbreak in the U.S. The results suggest that the perceived level of safety of poultry meat will drive consumption choices in the case of an avian influenza outbreak. Based on the perceived safety level, the poultry meat product market was categorized into those that are home cooked and from familiar brands, the technological/novel, and organic/fast food poultry products, with the first category being perceived as the safest and the third as the least safe. The results also show significant differences in public trust in the avian influenza information provided by the government, poultry producers, politicians, and the media.


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