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Consumer segmentation and preference for indigenous chicken products

Richard Kwasi Bannor (Department of Agricultural Economics, Agribusiness and Extension, University of Energy and Natural Resources, Sunyani, Ghana)
Steffen Abele (Ökonomie Ländlicher Räüume Hochschule für Forstwirtschaft Rottenburg, Rottenburg, Germany)
John K.M. Kuwornu (Department of Agricultural EconomicsAgribusiness and Extension, University of Energy and Natural Resources, Sunyani, Ghana)
Helena Oppong-Kyeremeh (Department of Agricultural Economics, Agribusiness and Extension, University of Energy and Natural Resources, Sunyani, Ghana)
Ernest Darkwah Yeboah (Department of Animal Production and HealthUniversity of Energy and Natural Resources, Sunyani, Ghana)

Journal of Agribusiness in Developing and Emerging Economies

ISSN: 2044-0839

Article publication date: 10 September 2020

Abstract

Purpose

This study examined consumer preference and willingness to pay a premium price for indigenous chicken products in Ghana.

Design/methodology/approach

Data were obtained from 240 consumers in Ghana through the administration of a structured questionnaire. Probit regression was used to examine the factors influencing consumer preference for indigenous chicken products in Ghana. Ordered probit regression was employed to examine the factors influencing the percentage premium price a consumer is willing to pay for indigenous chicken products whereas the cluster analysis was used to segment the consumers.

Findings

Different sets of factors were identified to have influenced the decision to purchase indigenous chicken products and the willingness to pay for a premium price. In total, four market segments were identified in this study: shopper consumer segment, the conventional or ethnocentric consumer segment, the privilege consumer segment and the pleasure-seeker consumer segment.

Research limitations/implications

The important factors to learn from this study are the following: examining the critical success factors for the promotion of indigenous chicken products in Ghana is an excellent opportunity for future research. Second, the choice of locally-produced exotic breeds/strains of chicken meat has not been examined in this study. Therefore, a comparative study of consumer preference of the locally-produced exotic breeds/strains of chicken in Ghana is another great opportunity for further research.

Originality/value

Regardless of the seemly opportunities in regional marketing, Ghana has not leveraged on this to promote a regional marketing brand for its local products – like indigenous chicken products – over imported chicken products. Besides, regionalism studies on agricultural products have received less attention in Ghana; therefore, this study contributes to a better understanding of consumer choice of indigenous chicken products, potentially, and the marketing of regional food products in Ghana.

Keywords

Acknowledgements

The authors are profoundly grateful to the consumers who spent the time to answer the questionnaires. The authors’ sincere appreciation also goes to the two anonymous reviewers for their constructive comments and suggestions which helped improve the manuscript. The authors express their sincere and heartfelt appreciation to Ms Wilhemina Kwabeng Owusu for her proofreading of the draft manuscript.Competing interests: The authors declare that they have no competing interests.

Citation

Bannor, R.K., Abele, S., Kuwornu, J.K.M., Oppong-Kyeremeh, H. and Yeboah, E.D. (2020), "Consumer segmentation and preference for indigenous chicken products", Journal of Agribusiness in Developing and Emerging Economies, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JADEE-08-2020-0162

Publisher

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Emerald Publishing Limited

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