Consumer Preference of Broiler Meat Attributes in Traditional Markets
Keywords:
Demand, consumers, preferences, broilers, traditional marketAbstract
Meat needs (Broilers) have increased and meat consumption is influenced by consumer preferences caused by shifting consumption patterns, and is supported by low prices compared to beef. The shift is influenced by prices, substitute goods, tastes, season, age, education, number of dependents, income, and increasing population so that preferences, and attributes that consumers consider in buying broiler meat in traditional markets need to be studied. The study used a purposive sampling method, with the criteria of the Adji Dilayas Sanggam Market, Senja Market, and the Milono Market in Berau Regency, having broiler meat traders. Determination of respondents using proportional sampling techniques, each market 12 respondents (36 respondents), meet the smallest number of traders considered to meet the minimum sample criteria. Sources of data obtained from primary data and secondary data. The results showed that broiler meat that has a golden color, clean skin, medium carcass size, physically not bruised, fresh meat, and especially the chest. Chi Square analysis showed that all attributes were significantly different (p <0.05), meaning that there were differences in preferences for the attributes of broiler meat in traditional markets. Fishbein Multiatribute Analysis proves that meat freshness, flesh color, carcass physicality, skin cleanliness, carcass size, and carcass portion are the most considered, and or not considered attributes.References
Adamski, M., J. Kuzniacka, N. Milczewska. 2017. Preferences of consumers for choosing poultry meat. Pol. J. Natur. Sc 32 (2): 261-271.
Adiyoga, E., S. Kuswaryan, and L. Herlina. 2013. Preference analysis of duck meat’s intermediate consumer (case in duck meat processing trader in Coblong Sub-district of Bandung City). Student E-Jurnal 1 (1): 1-5.
Arifin, B., N. A. Achsani, D. Martianto, L. K. Sari, and A. H. Firdaus. 2018. Modeling the Future of Indonesian Food Consumption: Final Report. Research Report submitted to the National Development Planning Agency (Bappenas), World Food Programme (WFP) and Food and Agricultural Organization of the United Nations (FAO). Jakarta.
Bamualim, A. M., A. Thalib, Y. N. Anggraeni, andMariyono. 2008. Environmentally Friendly Beef Cattle Technology. Wartazoa 18 (3): 149-156.
Dilago, Z. 2011. Demand analysis of chicken meat at the household level in Tobelo Sub-district, North Halmahera Regency. Jurnal Agroforestri 7 (3): 161-169.
FAO. 2017. Livestock Solutions for Climate Change. Food and Agriculture Organization of the United Nations, Rome, Italy, 1-8 pp.
FAOSTAT. 2018. Food and Agriculture Organization Corporate Statistical Database. www.fao.org/faostat/en/#home
Hidayati, F., and Y. Gusteti. 2016. Consumer preference analysis in purchasingcattle meat in Gunung Medan cattle market, Dharmasraya Regency, West Sumatera. Agrimeta: Jurnal Pertanian Berbasis Keseimbangan Ekosistem 6 (12): 1-11.
Higenyi, J., J. D. Kabasa, C. Muyanja. 2014. Social and quality attributes influencing consumption of native poultry in eastern Uganda. Animal and Veterinary Sciences 2 (2): 42-48.
Ilham, M., D. Fitra, and Suryani. 2017. Consumer preference in selecting broiler meat in traditional market of Kampar Sub-district, Kampar Regency, Riau Province. Prosiding Seminar Nasional Teknologi Peternakan dan Veteriner 2017: p.491-499. [Downloaded on 26 January]. Available at: http://medpub.litbang.pertanian.go.id/index.php/ semnas-tpv/article/download/1749/1500.
Kearney, J. 2010. Food consumption trends and drivers (Review). Phil. Trans. R. Soc. B., 365 (1554): 2793-2807.
Kyarisiima, C. C., F. A. Naggujja, H. Magala, H. Kwizera, D. R. Kugonza, J. Bonabana, and Wabbi. 2011. Perceived tastes and chicken meat in Uganda. Livestock Research for Rural Development 23 (11).
Kwadzo, G. T. M., F. Dadzie, Y. B. O. Asare, and J. K. M. Kuwornu. 2013. Consumer preference for broiler meat in Ghana: a conjoint analysis approach. International Journal of Marketing Studies 5 (2): 66-73.
Lee, M.A., Y. Jung, C. Jo, J. y. Park, and K. C. Nam. 2017. Analysis of consumers’ preferences and price sensitivity to native chickens. Korean J Food Sci Anim Resour 37(3): 469–476.
Mengesha M. 2012. The issue of feed-food competition and chicken production for the demands of food of animal origin, Asian Journal of Poultry Science 6 (3): 31-43.
Nasution, M. A. 2012. Research Method (Scientific Research) 1 (12). Bumi Aksara, Jakarta.
Neves, D.P., T. M. Banhazi, I. A. Naas. 2014. Feeding behaviour of broiler chickens: a review on the biomechanical characteristic. Brazilian Journal of Poultry Science 16 (2): 1-16.
Oscar, B., M.B. Darus, and Iskandarini. 2013. Analysis of factorsaffecting consumer preference in consuming native chicken meat in Medan City (Case Study: Sambas market, Medan. Journal on Social Economic of Agriculture and Agribusiness 2 (10): 1-11.
Pranata, E., Salmiah, and A.T. Hutajulu. 2013. Demand analysis of broiler meat in Medan City (case study: Sei Kambing Market C II, Titi Papan market, Simalingkar market, and Simpang Limun market Medan City. Journal on Social Economic of Agriculture and Agribusiness 2 (9): 1-12.
Pratama, A., K. Suradi., and R.L. Balia. 2015. Evaluation on Carcass Physical Characteristic of Broiler Chicken Based on Live Body Weight). Jurnal Ilmu Ternak 15 (2): 61-64.
Pratama, I.G.W., I.W. Sukanata, and I.K.W. Parimartha. 2015. Analysis of consumer preference in purchasing broiler meat in traditional market Denpasar City. Journal of Tropical Animal Science 3 (3): 549-560.
Rusdiana, S., dan A. Maesya. 2017. Economic growth and food needs in Indonesia. Jurnal Sosial Ekonomi dan Kebijakan Pertanian 6 (1): 12-25.
Shofianah, E., A. Fauzi, and Sunarti. 2014. The effect of product attributes to purchasing decision. Jurnal Administrasi Bisnis 9 (1): 1-8.
Sianturi, W. J., A. Ibrahim, and S. Situmorang. 2016. Consumer attitude and decision making on purchasing broiler meat in Bandar Lampung City. JIIA 4 (4): 406-413.
Sumarwan, U. 2002. Consumer Attitude. Ghalia Indonesia. Jakarta.
Woolverton, A. E. 2013. Consumer demand for domestic and imported broiler meat in urban Ghana: bringing non-price effects into the equation. British Journal of Marketing Studies 1 (3): 16-31.
Xazela, N. M., A. Hugo, U. Marume, and V. Muchenje. 2017. Perceptions of rural consumers on the aspects of meat quality and health implications associated with meat consumption. Sustainability: 4-11.
Downloads
Published
Issue
Section
License
Copyright (c) 2020 Hasanuddin Journal of Animal Science (HAJAS)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
