Consumer segmentation and preference for indigenous chicken products

Abstract

PurposeThis study examined consumer preference and willingness to pay a premium price for indigenous chicken products in Ghana.Design/methodology/approachData were obtained from 240 consumers in Ghana through the administration of a structured questionnaire. Probit regression was used to examine the factors influencing consumer preference for indigenous chicken products in Ghana. Ordered probit regression was employed to examine the factors influencing the percentage premium price a consumer is willing to pay for indigenous chicken products whereas the cluster analysis was used to segment the consumers.FindingsDifferent sets of factors were identified to have influenced the decision to purchase indigenous chicken products and the willingness to pay for a premium price. In total, four market segments were identified in this study: shopper consumer segment, the conventional or ethnocentric consumer segment, the privilege consumer segment and the pleasure-seeker consumer segment.Research limitations/implicationsThe important factors to learn from this study are the following: examining the critical success factors for the promotion of indigenous chicken products in Ghana is an excellent opportunity for future research. Second, the choice of locally-produced exotic breeds/strains of chicken meat has not been examined in this study. Therefore, a comparative study of consumer preference of the locally-produced exotic breeds/strains of chicken in Ghana is another great opportunity for further research.Originality/valueRegardless of the seemly opportunities in regional marketing, Ghana has not leveraged on this to promote a regional marketing brand for its local products – like indigenous chicken products – over imported chicken products. Besides, regionalism studies on agricultural products have received less attention in Ghana; therefore, this study contributes to a better understanding of consumer choice of indigenous chicken products, potentially, and the marketing of regional food products in Ghana.

Determinants of job satisfaction amongst employees in the poultry sub-sector of Ghana: a test of equity theory

“…The municipality has an undulating topography that hikes beyond sea level between 180 meters and 375 meters (GSS, 2014). Since time immemorial, the area has been recognized as the leading producer of poultry products (Spent layers, broilers, and eggs) (Bannor et al 2020). Therefore, making the economically active populace to consider the production of poultry as the main economic activity.…”

Firm performance implications of supply chain integration, agility and innovation in agri-businesses: evidence from an emergent economy

“…The contribution of the commercial poultry industry to food security has long been recognized by the United Nations and governments all over the world (Anang and Kabore, 2021). Governments around the world, particularly those in Africa, have relied on the food industry to generate revenue (Bannor et al, 2020). Commercial poultry farms (CPFs) contribute about 40% of Ghana's animal protein supply (Anang and Kabore, 2021).…”

“…Commercial poultry farms (CPFs) contribute about 40% of Ghana's animal protein supply (Anang and Kabore, 2021). There is an extraordinary surge in demand for poultry including meat and eggs (Bannor et al, 2020). Urban growth and growth in per capita income in Ghana (from $403 in 1990Ghana (from $403 in to $1,362 in 2015 have contributed strongly to the sharp rise in consumption of chicken from 1kg to 6kg per capita (Amanor and Chichava, 2016;Nyantakyi-Frimpong et al, 2018).…”

“…For the past 20 years (1999-2019), Ghana's domestic production has been less than twice its imports (Etuah et al, 2020;Bannor et al, 2020). To meet the exponential demand for poultry products, the Government of Ghana and the private sector import 30-40% of poultry products from the EU, Brazil and the US (Bannor et al, 2020).…”

Microbial Quality of Frozen Chicken Parts from three Import Countries into the Kumasi Metropolis of Ghana

“…Moreover, market prices of local broiler meat are 30-40% margin higher than imported frozen chicken meat making local poultry production uncompetitive [8,11,12]. Furthermore, consumers prefer imported frozen chicken products because these come pre-cut parts of legsquarters, thighs, breasts and wings and are affordable [13,14].…”