IMPERFECT INFORMATION IN CHICKEN MEAT'S MARKETING

Abstract

The objective of the present paper is to verify the existence of imperfect information in the fresh chicken meat market in the city of Campo Grande, in Brazilian southwest. Specifically it was sought: a) to identify the lack of information on chicken meat consumers, evaluating their opinion regarding chicken meat health and price variables; b) to analyze the health variable in two aspects: antibiotics and cholesterol levels; and c) to analyze the price of chicken meat compared to beef which is considered a more expensive meat. Thus, a quantitative-descriptive exploratory research was developed sampling 405 consumers from September 29 to October 5, 2005. The research showed that the consumers consider chicken meat healthy, but when questioned regarding the cholesterol levels and presence of chemical residue, the opinions varied, contradicting the perception of chicken meat being healthy as affirmed by interviewees. In spite of the wide coverage by the specialized media and by the non-government organizations about the results caused by the antibiotic residue in the meat, the chicken consumers in Campo Grande, Brazilian southwest do not have a clear understanding of their effects, which proves the existence of imperfect information in that market.