Published on November 2021 | Social Science

Consumers Choice and Preference for Chicken Meat in Sulaymaniyah

Chicken meat consumption and demand have significantly increased in the Kurdistan Region of Iraq (KRI) after 2003, which has led to the growth of poultry production and risen import from abroad. Consumer preferences study can be a determinant factor for poultry production development strategies to fill local demand gaps and global market competition. This study aimed to identify the consumer preference of chicken meat regarding the type, size, parts, marketplace, and other vital aspects considered by consumers when buying chicken meat, and the internal and external factors that affect consumer preference in the chicken meat purchasing choice. A descriptive study was conducted in Sulaymaniyah city, and the data were collected through a structured questionnaire form. This study indicated that 47.7% of the respondents prefer local Kurdish chicken (Mrishki Kurdi). 50% of the consumers in the Sulaymaniyah city prefer to buy whole chicken weighed between (2-3 Kg), 35.4% at the nearest or trusted meat shop, 38.5% at the wet markets, and 69.3% alive chicken slaughtered at the wet market at the time of purchase. Additionally, the internal factors (sensory features and perceptual features) were more dominant (sum total=4.084) than External factors (information, social environment, and physical environment) (sum total=3.599). Conclusions derived from the results suggest that the current study can contribute to a better understanding of consumers and improve the agribusiness value chain in KRI. The results from this study are recommended to examine consumer behavior and preference for agri-foods to build an integrated sustainable food production system based on consumers' needs and demands in the KRI and compete with the imported products.