Perceptions of food “quality” and the power of marketing communication: results of consumer research on a branded‐egg concept

Despite the long term decline in per capita consumption, eggs remain an important staple in the British diet. Having recovered from the salmonella scare in 1989, the image of eggs has suffered in recent years due to the growing awareness of (and concern over) diet and health, and bird welfare. Finds evidence drawn from a consumer market research study which highlights the importance of effective marketing communication and the potential for adding value to the basic British egg.