Consumer willingness to pay for poultry products from biosecure farms in Bali

Abstract

This study explores consumer perceptions and willingness to pay for clean and safe poultry products, particularly chicken meat and eggs, in Bali. The study also analyses the correlation between factors associated with the consumer’s purchase decision. Four high-end markets in Denpasar were chosen and 80 respondents were randomly selected in order to explore these issues. Nine attributes were used to define clean and safe poultry products, while five variables were used to explore the correlation between consumer characteristics and their purchase decision. The results show that consumers have a good understanding of clean and safe poultry products. They are aware how the product should appear physically, and they are willing to spend up to an extra Rp.5,0001 for whole chicken and Rp.10,000/kg for eggs. From the five consumer characteristic variables tested, only age and income have strong correlation with consumer purchase decisions. This information is useful for poultry producers as they seek to produce the type of product required by the supermarket consumer.