Food safety risk perceptions as a tool for market segmentation: The USA poultry meat market
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This study uses data from a 2006 survey on potential AI outbreak in USA to explore application of risk perceptions as a segmentation tool in the poultry meat market. Preliminary results from principal component analysis (PCA) suggest that the poultry meat specific safety level will drive people consumption choices in AI outbreak. Based on the perceived safety level, poultry meat product market was categorized into: (1) the home cooked and familiar brands; (2) the technological/novel; and (3) organic/fast food poultry products. The results further show differential public trust AI advice across institutions.