Main Topic: Poultry Channel Switching in Chinese Cultural Setting

Hosts: Stephen Huang , James Stanworth , Clyde Warden

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.

Photos:

• 1) Two channels of poultry distribution. 1) Two channels of poultry distribution.
• 2) A typical wet market (fresh poultry on sale). 2) A typical wet market (fresh poultry on sale).
• 3) Live chickens just behind the stall. 3) Live chickens just behind the stall.
• 4) These chickens are very fresh, as all shoppers can see. 4) These chickens are very fresh, as all shoppers can see.
• 5) Very common in greater China to see people raising their own chickens (even in apt. 5) Very common in greater China to see people raising their own chickens (even in apt.
• 6) A wet market with chickens ready for sale. 6) A wet market with chickens ready for sale.
• 7) Chicken heads are retained in Chinese cooking. 7) Chicken heads are retained in Chinese cooking.
• 8) A Singapore wet market with fresh poultry. 8) A Singapore wet market with fresh poultry.
• 9) Under glass, but customers often open it to move the product about and check it out. 9) Under glass, but customers often open it to move the product about and check it out.
• 10) Ready to eat chicken (whole roasted chicken is very popular with many Chinese). 10) Ready to eat chicken (whole roasted chicken is very popular with many Chinese).
• 11) Very similar display of product in Singapore as in Taiwan. 11) Very similar display of product in Singapore as in Taiwan.
• 12) Ready to eat parts. 12) Ready to eat parts.
• 13) Super/hypermarkets also sell poultry. 13) Super/hypermarkets also sell poultry.
• 14) The shelf space is often small though, especially given this is a very popular food. 14) The shelf space is often small though, especially given this is a very popular food.
• 15) Attempts at branding have been marginally successful. 15) Attempts at branding have been marginally successful.
• 16) Bai Bai ceremony. 16) Bai Bai ceremony.
• 17) Grave sweeping ceremony in Taiwan. 17) Grave sweeping ceremony in Taiwan.
• 18) A typical in home temple room. 18) A typical in home temple room.
• 19) chicken, pork, and fish offerings. 19) chicken, pork, and fish offerings.
• 20) A typical temple offering. 20) A typical temple offering.
• 21) During grave sweeping day, fire trucks are on standby. 21) During grave sweeping day, fire trucks are on standby.
• 22) A supermarket flyer, emphasizing the foods ready packaged for bai bai. 22) A supermarket flyer, emphasizing the foods ready packaged for bai bai.
• 23) A large family meal at the round table. 23) A large family meal at the round table.
• 24) A whole chicken and some pork would almost always be part of this. 24) A whole chicken and some pork would almost always be part of this.
• 25) The whole chicken is taken in pieces by each person. 25) The whole chicken is taken in pieces by each person.
• 26) Warden's pyramid of Chinese chicken consumption. 26) Warden's pyramid of Chinese chicken consumption.
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ConsumerCam:

Show Links:

• Clotaire Rapaille (The Cultural Code)
• Food in Chinese Culture (Chang)

Bottom Line:

• 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.