The perception and preference of consumers for local poultry meat in the Kumasi metropolis of Ghana

Abstract

The study examined the preference for and perception of consumers concerning the locally produced poultry meat in the Kumasi metropolis in the Ashanti Region of Ghana. Fifty consumers were randomly selected. The results demonstrated that most consumers preferred the local poultry meat to the imported meat. The logit estimates indicated that factors such as age, gender, cold store, cut parts, and healthiness significantly influence consumers’ preference for the locally produced poultry meat. Age, gender and healthiness positively influence consumer’s preference, while cold store and cut parts negatively associated with consumer preference for local poultry meat. On the perception, 68 per cent of the consumers strongly agreed that local poultry meat is tough, while 58 per cent alleged that imported poultry meat is rather tough. In terms of affordability, 46 per cent of the consumers disagreed that local poultry meat is affordable, while 52 per cent strongly objected to the idea that imported poultry meat is relatively cheaper. In terms of availability, 54 per cent of the consumers admitted that local poultry meat is not readily available, while 58 per cent indicated that imported poultry meat is readily available and can be obtained at anytime. Sixty per cent of the respondents were of the opinion that local poultry meat taste better, while 46 per cent of the respondents indicated that imported poultry meat do not taste better. This was probably due to long period of refrigeration, which reduced its freshness and taste and made it less healthy for consumption. It is suggested that the government should subsidize the cost of inputs for the local poultry industry, since the results indicated that high cost was the major factor that influenced consumers’ purchasing decision.