This study examined consumer preference and willingness to pay a premium price for indigenous chicken products in Ghana.
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.
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.
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.
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.
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.
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
Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited