Tenth International Conference on Food Studies

Abstract

This study paper analyses 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. The willingness to pay premiums are obtained using the double-bounded dichotomous choice format. Determinants of the consumers’ willingness to pay amounts are identified through a multivariate Tobit regression analysis. The findings indicate that the wing is the most preferred chicken part by the consumers followed by the thighs. All consumers who expressed 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. The paper offers suggestions on how the domestic poultry industry can develop and become more competitive by focusing on the production of cut parts instead of the traditional selling of live birds and whole-dressed chicken in the local markets.