Consumption and Consumer Preference for Poultry Meat Types in Ibadan Metropolis

Abstract

The study examined consumption and consumer preference for poultry meat types in Ibadan metropolis. Multi-stage sampling technique was used to select the respondents for the study.Primary data were collected with the aid of questionnaire and analyzed using descriptive statistics and multinomial logit regression. The result of the study revealed that majority of the respondents were male (52.7%) within the age bracket of 21-30 (36.7%).Most of them are married (49.3%) with tertiary education (59.3%) and household size of 1-5 (81.3%).The study also revealed the availability of four poultry meat types which are broiler (98.6%),cockerel (98.6%), layer (96.7%) and turkey (96.7%).The respondents show different level of  preference for the meat types recording total of  94.7% for broilers,93.3% for cockerel and turkey while 90% was recorded for layers.The multinomial logit regression shows that broiler is the most preferred with 40% followed by turkey (33.3%), layers (14.7%) and cockerel (12%).The result also revealed that age,educational level, availability of substitute,sex, appearance of meat and taste are significant factors that influence consumer preference for poultry meat types.The study therefore recommend that poultry farmers should go into the production of the birds that are highly  preferred and mostly consumed by their customers to boost their income as well as livelihood.

Keywords: Consumption, Consumer Preference, Poultry Meat Types.