EVALUATION OF CONSUMER PREFERENCE FOR VALUE ADDITON TO NATIVE CHICKEN MEAT AND EGG

Abstract

Available native chicken products in the prevailing market is highly demanded by the consumers. However, value-added native chicken products are less available in the market. It is obvious that the value addition of a product leads the producers to increase their profit margin sustainably. Therefore, this study investigated the consumer preference on value addition to native chicken meat and egg. The responses of randomly selected hundred and sixty consumers who visited ten randomly selected meat shops and supermarkets were collected. A structured questionnaire was provided to each consumer to collect data. The collected data were analyzed using SPSS version 25 statistical package. The linear probability model was utilized for estimating factors impacting on consumer preference. The result revealed that more than 98% of consumers preferred value addition to native chicken products. The level of education and health consciousness of consumers, consumer perceived attributes of native chicken products available in the prevailing market and current market price of native chicken meat and egg significantly affected the consumer preference on value addition to native chicken products. The result implies that there is a potential market existing for value-added native chicken products in both rural and urban areas. Therefore, the value-added native chicken producers and other related institutions have to be more considerate to increase the preferred attributes of native chicken meat and egg through continuous research and development strategies. This research is the opportunity to present native chicken farmers to increase their contribution to the value addition and this study made a pathway to new entrepreneurs as well.