Consumers' preferences and willingness to pay for domestic chicken cut parts in Ghana: evidence from the Kumasi metropolis

Abstract

PurposeThis study aims to analyse consumers' preferences for domestic chicken cut parts and the premium they are willing to pay for the various parts using data from a contingent valuation survey of individual chicken meat consumers in the Kumasi Metropolitan Area of Ghana.Design/methodology/approachThe willingness to pay premiums are obtained using the double-bounded dichotomous choice approach. Determinants of the consumers' willingness to pay amounts are identified through a multivariate Tobit regression analysis.FindingsThe study finds that the wing is the most preferred chicken part by the consumers followed by the thighs. All consumers who express interest in a particular domestic chicken cut part are willing to pay a premium. Age, sex, years of formal education, household size and income level of the consumers as well as convenience, product availability and perceived wholesomeness of the product are identified as the key factors that influence the willingness to pay amounts.Research limitations/implicationsThe findings and recommendations of this study could serve as a guide to domestic poultry meat producers and investors in Ghana and other developing countries on how to process or package the meat for the market or consumers. This could further contribute to policy formulation regarding the development of the domestic poultry meat industry.Originality/valueThe uniqueness of this study is seen in the contributions it makes to the literature on consumer preferences and willingness to pay for chicken cut parts from a developing country perspective where the market for these products is virtually non-existent.