Abstract

Meat market has a vital rank position in the pool of a competitive market. Based on the FAO data, poultry meat products are widely most preferred products. The consummators are concerned about the nutrition and sensory aspects of meat products. Knowing better consumers’ preferences helps the producer to fulfill the consumer needs offering the type of products they really need. Meat product attributes are essential in the decision that consumers make choosing a specific product. In the meantime, many studies mention that the religion of consumers impacts the decision to buy a product. We carry out this survey to show out how various factors such as religious and the meat attributes impact the buyers’ behavior in selecting poultry meat products. Our study aim to figure out the impact of poultry meat attributes in the consumers’ preferences for this product and the role of the consumers ‘religion in the type of meat they consume. In this regard, was surveyed with 250 participants in Tirana – Durres region. Based on our study, it is shown that price, origin of the poultry meat product and the appearance of the chicken meat are very significant factors in the buyers’ decision also considering their religion. On this study is pointed the correlation between origin - price, and price - the appearance of poultry meat products. The results of this approach will be an orientation for the poultry meat industry, marketing strategy and all other meat market actors.