Consumer Preference for Broiler Meat in Ghana: A Conjoint Analysis Approach

Understanding Consumer’s preferences on attributes of broiler meat are the first step to successfully positioning the domestic poultry industry to compete effectively with import substitutes. Data was obtained from 206 consumers made up of households, food service providers and institutions using a structured questionnaire. Using conjoint analysis (CJA), this study analyzes consumers’ preferences for broiler meat attributes in the Greater Accra, Tema and Kumasi Metropolis for the various categories of consumers. Though the preference of the various consumers vary, the results show that while taste, availability and proximity are important attributes, it is the price of the meat followed by the form attributes of the meat that influences the ordering of consumers’ preference in purchasing broiler meat the most. The results have implications for broiler meat marketing and investment in the poultry sector in Ghana.