Housewives' Awareness of the Quality Attributes for Korean Native Chickens

A consumer survey was conducted for the subject of a total of 503 housewives in Korea, with the questionnaires on the quality attributes for Korean native chicken. The responding results collected were used for the importance-performance analysis of the quality attributes involved in production, processing, distribution, and consumption of Korean native chicken. The quality attributes with both relatively high importance and performance ("keep up the good work") were chicken origin, shelf life, freshness, and safety issues, while those with high importance but low performance ("concentrate here") were chicken breed certification and refrigerated/ frozen state. Respondents were also interested in lean meat and protein content of the chicken meat. In the aspect of eating quality attributes, chewiness was the most important one. The survey shows tenderer, chewier, and more flavorful chicken meat will be preferred and a new chicken breed with those eating quality attributes needs to be developed.