RP-Department of Agricultural Resources Management (ARM)
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Browsing RP-Department of Agricultural Resources Management (ARM) by Subject "Attributes"
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Item Analysis of Consumer Preference in Product Attributes: A Case of Indigenous Chicken Eggs in Kenya(IISTE, 2017) Ndenga, Charles; Kabuage, Lucy W.; Bett, Eric K.Indigenous chicken eggs are highly preferred in Kenya by majority of both rural and urban consumers. In the recent past, research has focused on improving productivity levels resulting to Improved indigenous chicken eggs with less focus on consumer preferences. Despite their efforts, Indigenous chicken eggs dominate the market and the country is egg deficit. This study sought to identify and analyze preference attributes of indigenous chicken’ eggs that influences choice and consumption. The specific objectives were to; identify and rank indigenous chickens’ eggs attributes that influences choice and consumption and analyze the influence of these attributes on price of eggs. Multistage sampling technique was employed to select 180 respondents in Nairobi and Makueni counties. Kendall coefficient of concordance test was used to identify and rank the attributes of indigenous chicken’ eggs while semi-logarithmic functional form of hedonic pricing model was employed to analyze the influence of eggs attributes on price. Results indicated that consumers buying indigenous chicken eggs prefer and are willing to pay premium prices for brown shelled, non oval eggs. Small and medium sized eggs were also more preferred and received price premiums compared to the larger sized eggs. Small and medium sized eggs were perceived to be organically produced with less chemical components. The study recommended for incorporation of this attributes by breeders. Farmers can enhance the preferred egg attributes by adopting better production systems while retailers can use the attributes in formulating appropriate marketing strategies in indigenous chicken eggs business.Item Consumers’ Preference Attributes for Indigenous Chicken in Kenya(Academic research journals, 2017-01) Ndenga, Charles; Bett, Eric K.; Kabuag, Lucy W.Indigenous chicken (Gallus domesticus) are an important source of livelihoods and food for majority of households in Kenya. Consumers appreciate Indigenous chicken(IC) more due to its nutritional value and health benefits. The Kenyan chicken market is dominated by indigenous chickens, an indication of consumer preferences. This is despite recent improvements by research institutions resulting to development of Improved Indigenous Chicken (IIC) which has higher productivity levels. Consumer preference assessment gives important information on acceptability of a commodity by consumers. The primary objective of this study, therefore, was to analyze consumer preference attributes for indigenous chickens in Makueni and Nairobi counties. Specifically, the study sought to; identify and rank attributes of indigenous chickens that influences choice and consumption and to; analyze the influence of IC attributes on price. A Cross-sectional survey research was used to obtain 200 respondents with the aid of semi-structured questionnaires. Hedonic pricing model in STATA 11.0 was fitted to estimate the influence of attributes on observed prices. Results indicated that consumers pay a premium of Ksh 30/kilogram for yellow skin and Ksh. 30 kg for low fat content live IC. Dressed IC with white meat colour received a price premium of Ksh. 43 kg while red meat colour received premium of Ksh. 62 kg. Based on the findings of the study, it is recommended that government supports breeding and improvement programs to ensure IC of preferred attributes are available and affordable to the farmers. This would enhance acceptability and utilization by consumers.