Determinants of Households’ Consumption Frequency for Indigenous Chicken in Kenya

Abstract

Increasing saturation and maturity in the agricultural commodity market is forcing suppliers to innovate in order to sustain their business performance. This innovation should be anchored on gaining a deeper understanding of existing and potential customers purchase behaviour. For instance, in Kenya, consumption of proteins especially from animal origin is below the world average. The low consumption especially of indigenous chicken (IC) has contributed to the low performance of the value chain. Consequently, there is little information on the factors influencing consumption frequency of IC in Kenya. Therefore the main objective of the study was to assess factors that influence consumption frequency of IC in the counties of Makueni and Nairobi in Kenya.  A total of 200 respondents were sampled in a survey, using a multistage sampling technique. The data was collected using structured questionnaire and analyzed using descriptive statistics and binary logistic regression model in STATA 11. The results showed that: - age, gender, education, household size, price and rearing of IC had a significant effect on consumption frequency. Actors in the value chain should strategize to improve performance based on these factors. Additionally, Policy should focus on promoting production of IC and creation of awareness on the benefits associated with IC consumption.

Keywords: Indigenous chicken(IC), consumption frequency, binary logistic regression model.