Consumer's preference for quality attributes of chicken meat: An application of conjoint analysis

Vinothraj, P., Saravana, A. Serma, Pandian, M., Thirunavukkarasu and Babu, R. Narendra 2020. Consumer's preference for quality attributes of chicken meat: An application of conjoint analysis. Indian Journal of Poultry Science, 55(1): 55–57.

As Indian economies grow, Indian per capita income is likely to increase. From economics point of view, it is expected that better- off consumers will move to better quality of food attributes such as freshness, food safety, quality and healthfulness in their food intake. This study aimed to investigate the demand for chicken meat attributes by consumers. The study considers the conjoint analysis technique as a method for acquiring insights into preferences for chicken meat. The technique was applied to establish the trade-offs that consumers make between type of bird, appearance of meat, and form of chicken meat. Conjoint analysis was utilized to estimate the relative importance of attributes for chicken meat. The results revealed that the ideal characteristic of chicken meat should be type (broiler bird), appearance (without skin) and form of meat (curry cuts). We also found that consumers were also willing to pay more for their preferred attributes. The results derived out of the study had given valuable suggestion to poultry farmers and market functionaries to improve their marketing strategies for better market positioning, in line with the demanded chicken meat attributes.