Analysis of Consumption Patterns and Patronage of Ghana Grown Chicken: Evidence from Accra and Kumasi, Ghana
Keywords:
Ghana Chicken, Willingness to Patronize, Poultry meat, Chicken Attributes, Socio-economic factors, Pearson – Chi SquareAbstract
The consumption patterns of and preference for Ghana grown chicken was analyzed for selected consumers within the two largest cities in Ghana, using both descriptive and quantitative methods. Data was obtained from 300 respondents, mostly working class populations from Ghana two largest cities, using well structured questionnaires. The results from data analysis showed that chicken is consumed on a regular basis and forms part of the menu of Ghanaians. There is a generally high preference for processed chicken than live chicken. The major reasons for the preference of live chicken were because of its perceived freshness, health, and ability to assess state of animal, whiles convenience, easy-to-cook, and availability of cut-portions were the most important attributes for choice of processed chicken. The patronage of Ghana grown chicken was influenced by socio-economic factors (such as age, marital status, education, household size, household status and monthly income) while purchase decision of chicken was influenced non-price factors (like convenience, cut portions, package, safety and health, taste and trust). Price, though important was not a major determinant or consideration of consumer buying decision and that Ghanaians consumers are willing to patronize Ghana chicken even up to 75% price increase of the prevailing price. Policy reforms spearheaded by the government and actualized by poultry value chain actors is critical to positioning the local poultry industry to enjoy consumer patronage, improve competitiveness and bolster patronage of Ghana chicken by Ghanaian consumers
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