• Korean Journal of Poultry Science
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• v.28 no.3
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• pp.283-288
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• 2001

The broiler marketing managers at department stores were most considered the brand whereas those at supermarket were most considered price when they purchased raw chicken. The whole chicken was distributed as fresh by 100% at department stores, whereas it was distributed as fresh only by 75% and the rest part was distributed as frozen or combination of fresh and frozen at supermarket. Consumers at department stores were most unsatisfied with drip loss whereas consumers at supermarket were most unsatisfied with freshness of chicken. At present, more than 89% broiler are selling by their weight unit of a bird (called as ho) in department stores, food chain stores and supermarket. The marketing periods were 3 days at department stores and 4days at supermarket. Most broiler marketing managers in stores such as 80% those at department stores, 60% those at food chain stores and 50% those at supermarkets were favored for the grading system based on quality of raw chicken. The broiler marketing managers at department stores and food chain stores preferred to the grading system evaluated with 2 quality grades and those at supermarkets preferred to the grading system evaluated with 3 quality grades if the grading system is to be established. The drumsticks and drummette of broiler were the most popular portions when compared to the other portions. In conclusion, marketing stores as well as consumers demanded to produce the best quality chicken by the grading system based on quality. Therefore, the quality improvement is the most important factor to increase consumer preference in chicken production.