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Show 13 Are You Chicken?
Main Topic: Poultry Channel Switching in Chinese Cultural Setting
Poultry is the second largest consumed meat in greater China, widely used in Chinese cooking of all flavors. In this show, we look at where consumers buy their chicken and how channel switching is influenced by social context and even religious ceremonies.
This topic has an accompanying research show (show 14) for marketing researchers. It includes details on research methodologies and findings mentioned in this show. To view the supplement and other research related shows, register and/or sign in.
Different occasions require different poultry channels-Religious ceremony, medicine, customs, all require a different poultry supply channel.
The Supermarkets entered Taiwan in the 1970’s and has been a part of lifestyle since.
There are 3 kinds of wet markets. The early morning markets (5am-12pm) & afternoon markets (2pm-6pm) servers fresh poultry/food, and the night markets (7pm-after midnight).
During Bai Bai, chicken, pork and fish are used, the ox are used for farming and is prohibited due to respect.
During Bai Bai, fresh whole chickens are used, never the chicken pieces.
In the wet market, freshness is the key attraction. People interact with the food by touching, this confirms the freshness.
Bai Bai is common & part of custom in Taiwan.
People shop at supermarkets for frozen meet and something quick.
ConsumerCam: