Assessing Consumer Priority Attributes in Indigenous Chicken Products: Implications for Marketers

Abstract

Principal component analysis was applied to assess consumer priority attributes of indigenous chicken eggs and meat in Kenya. Results show that whereas in Makueni consumers considered skin color, tenderness, size and price to be important attributes influencing their choice and preferences for IC meat, in Nairobi the focus was on freshness, sex, skin texture and price as the major significant quality attributes that influenced purchase decisions. The findings could be used for developing quality standards for chicken meat and eggs and gradually revise such standards as more empirical information on changing consumer demand for quality become available.

Keywords: Attributes, Priority, Indigenous chicken,