Broiler Product Quality: The Global Scientific Research Landscape and Implications for Marketing Performance

Abstract

Broiler product quality has become essential in marketing strategies in the global scientific research landscape.This research aims to explore the latest findings in scientific research on the quality of broiler chicken products and analyze their implications for marketing performance.The bibliometric analysis method was applied in this research using the Scopus database as a data source, focusing on the keywords "broiler" and "marketing" in the article title.This approach allowed the identification of 19 relevant documents, which were then analyzed comprehensively.Key findings from the analysis show increasing research interest in the marketing of broiler products over time, underscoring the importance of marketing strategies in the industry.Understanding the factors influencing product quality and marketing performance is essential in marketing.The implication for marketing performance is that a better understanding of the factors influencing product quality, such as heat stress management, industry regulations, feed management, and nutritional supplementation, can help manufacturers develop more effective marketing strategies.In addition, these findings also highlight the importance of further research that focuses on the role of retailers in the broiler product supply chain.This can improve understanding of distribution strategies and consumer perceptions, significantly contributing to the development of the broiler industry in a dynamic market.

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