Consumer segmentation and preference for indigenous chicken products
Journal of Agribusiness in Developing and Emerging Economies
ISSN: 2044-0839
Article publication date: 8 September 2020
Issue publication date: 1 February 2022
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. (2022), "Consumer segmentation and preference for indigenous chicken products", Journal of Agribusiness in Developing and Emerging Economies, Vol. 12 No. 1, pp. 75-93. https://doi.org/10.1108/JADEE-08-2020-0162
Publisher
:Emerald Publishing Limited
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