Analysis of Consumer Preference in Product Attributes: A Case of Indigenous Chicken Eggs in Kenya

Abstract

Indigenous chicken eggs are highly preferred in Kenya by majority of both rural and urban consumers. In the recent past, research has focused on improving productivity levels resulting to Improved indigenous chicken eggs with less focus on consumer preferences. Despite their efforts, Indigenous chicken eggs dominate the market and the country is egg deficit. This study sought to identify and analyze preference attributes of indigenous chicken’ eggs that influences choice and consumption. The specific objectives were to; identify and rank indigenous chickens’ eggs attributes that influences choice and consumption and analyze the influence of these attributes on price of eggs. Multistage sampling technique was employed to select 180 respondents in Nairobi and Makueni counties. Kendall coefficient of concordance test was used to identify and rank the attributes of indigenous chicken’ eggs while semi-logarithmic functional form of hedonic pricing model was employed to analyze the influence of eggs attributes on price. Results indicated that consumers buying indigenous chicken eggs prefer and are willing to pay premium prices for brown shelled, non oval eggs. Small and medium sized eggs were also more preferred and received price premiums compared to the larger sized eggs. Small and medium sized eggs were perceived to be organically produced with less chemical components. The study recommended for incorporation of this attributes by breeders. Farmers can enhance the preferred egg attributes by adopting better production systems while retailers can use the attributes in formulating appropriate marketing strategies in indigenous chicken eggs business.

Keywords: Attributes, choice, Hedonic pricing.