Effect of Consumer Attitudes, Consumer Characteristics and Biosecurity Principles on Consumer Preferences for Indigenous Chickens in Kisumu City, Kenya

Abstract

Consumer attitudes literature shows plausible but mixed relationships between attitudes and preferences. Prior studies show mixed relationships between consumer characteristics and consumer preferences. Kisumu City is located along a wild bird migratory flyway posing indigenous chickens ~ biosecurity risk. Given absence of psychometric scales measuring consumer attitudes on biosecurity principles for indigenous chickens, scale properties are not known. Effect of consumer attitudes on consumer preferences for indigenous chickens, consumer characteristics on consumer preferences for indigenous chickens, and biosecurity principles on consumer preferences for indigenous chickens in Kisumu City are not known. The main purpose analyzes effect of consumer attitudes, consumer characteristics and biosecurity principles on consumer preferences for indigenous chickens in Kisumu City, Kenya. Specific objectives are to: establish effect of consumer attitudes on consumer preferences for indigenous chickens in Kisumu City; examine effect of consumer characteristics on consumer preferences for indigenous chickens in Kisumu City; and determine effect of biosecurity principles on consumer preferences for indigenous chickens in Kisumu City. Study adopts Fishbein Multi-Attribute Model on descriptive r research design. Pilot results (N=300) reveal 21-item instrument reliability (a = .914) with four insignificant subscales: management of the flock (p=.071); control of incoming animals (p=.296); control of in-arid out-going material (p=.996); and control of other animals (p=.094) based on maximum likelihood exploratoryfactor analysis evidencing instrument validity. Study fmding (N=281 (78~)) "results in 2 retained attitudes (positive and negative) comprising 7 items with a good fit (p=.l 06). Bivariate Spearman rank correlation analysis reveals: perceived benefits, perceived concerns, occupation, residence, marital status, cultural inclination and biosecurity principles are significantly (p<.05) associated with consumer preferences. Multivariate binary logistic regression analysis show good fit: Nagelkerke R2=.471 and Hosmer-Lemeshow test (p=.243). Results show perceived benefits B=.567(p=.045), occupation B=1.171(p=;020) and urban residence B=.882(p=.005) are significant meaning they significantly predict consumer preferences for indigenous chickens. Biosecurity principles B=-.010(p=.963) is insignificant meaning it insignificantly predicts consumer preferences for indigenous chickens. Study concludes: positive attitudes (perceived benefits) have significant positive effect on consumer preferences; consumer characteristics (occupation and urban residence) have significant positive effect on consumer preferences; while biosecurity principles have insignificant negative effect on consumer preferences for indigenous chickens in Kisumu City. Study recommends: designing poultry marketing communications messages capturing positive attitudes results; urban poultry marketing strategy to exploit urban residence and employment statuses; exploring biosecure indigenous chickens marketing opportunity. Study may be significant in adding value to existing knowledge in consumer behaviour and government poultry policy formulation.