Analysis of Consumer Preference in Product Attributes: A Case of Indigenous Chicken Eggs in Kenya
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Date
2017
Authors
Ndenga, Charles
Kabuage, Lucy W.
Bett, Eric K.
Journal Title
Journal ISSN
Volume Title
Publisher
IISTE
Abstract
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.
Description
A Research Article in the Journal of Economics and Sustainable Development
Keywords
Attributes, Choice, Hedonic pricing.
Citation
Charles Ndenga, Eric K. Bett and Lucy W. Kabuage. 2017. Analysis of Consumer Preference in Product Attributes: A Case Of Indigenous Chicken Eggs In Kenya. Journal of Economics and Sustainable Development, ISSN (Paper) 2222-1700 ISSN (Online) 2222-2855.