Consumers Choice and Preference for Chicken Meat in Sulaymaniyah

Abstract

Chicken meat consumption and demand have significantly increased in the Kurdistan Region of Iraq (KRI) after 2003, which has led to the growth of poultry production and risen import from abroad. Consumer preferences study can be a determinant factor for poultry production development strategies to fill local demand gaps and global market competition. This study aimed to identify the consumer preference of chicken meat regarding the type, size, parts, marketplace, and other vital aspects considered by consumers when buying chicken meat, and the internal and external factors that affect consumer preference in the chicken meat purchasing choice. A descriptive study was conducted in Sulaymaniyah city, and the data were collected through a structured questionnaire form. This study indicated that 47.7% of the respondents prefer local Kurdish chicken (Mrishki Kurdi). 50% of the consumers in the Sulaymaniyah city prefer to buy whole chicken weighed between (2-3 Kg), 35.4% at the nearest or trusted meat shop, 38.5% at the wet markets, and 69.3% alive chicken slaughtered at the wet market at the time of purchase. Additionally, the internal factors (sensory features and perceptual features) were more dominant (sum total=4.084) than External factors (information, social environment, and physical environment) (sum total=3.599). Conclusions derived from the results suggest that the current study can contribute to a better understanding of consumers and improve the agribusiness value chain in KRI. The results from this study are recommended to examine consumer behavior and preference for agri-foods to build an integrated sustainable food production system based on consumers' needs and demands in the KRI and compete with the imported products.

Trends in broiler chicken meat production and food security in the sulaymaniyah governorate

“…The locally produced broiler chicken carcass weights were ranged from 1.58 to 2.57 kg during the last decade (2011 -2020) in Sulaymaniyah governorate. Overall, the average carcass weight was limited to about 2.5 Kg between 2011 to 2018 but then in the last two years, smaller broiler chickens with an average weight of 1.89 kg in 2019 and 1.58 kg in 2020 were produced which may be related to consumer demand and preference as Neima et al, (2021) found that 50% of their respondents had preference for 2-3 Kg weighted whole chicken carcass in Sulaymaniyah.…”

“…Regarding previous scientific research studies and reviews on the trends of meat production specifically in the KRI and Sulaymaniyah governorate, only one study has addressed this topic; Neima and Hassan (2020) studied the livestock production tendency in the Sulaymaniyah governorate. Additionally, there are important findings from some other studies regarding consumer choice and preference (Neima, et al, 2021), and the drivers of meat consumption (Abdalla, et al, 2021) in the KRI. Additionally, Dhaghir et al, (2020) showed chicken meat production in their study on the Middle East and North African countries including Iraq.…”

Public Awareness Toward Healthy Life: Sample from Iraqi Community 2020

“…Additionally, it was discovered that Kurdish consumers had a high level of understanding regarding the effects of food on health, which caused the most crucial element in their decision to buy to be the quality of the goods. [11] info@journalofbabylon.com | jub@itnet. Objective: to study the Public awareness toward healthy life: sample from Iraqi community, and study it with some of demographic variables.…”

Consumer purchasing intention and behaviour toward chicken meat in Sulaymaniyah City: empirical evidence from a field survey

“…Although chicken meat is regularly consumed in the KRI, consumer behaviour towards purchasing and consumption demands have not been considerably quantified yet. Only a few studies have been carried out regarding consumer behaviour and choice for agri-food consumption in the KRI, such as Neima et al (2021), Ali (2021); and Hasan et al (2019). Understanding consumer behaviour assists in formulating food production, price, distribution channels, and sale promotion policies.…”