Abstract
Chicken eggs enriched with antioxidants are produced to provide functional foods that are healthier to consume, with a premium price. The study was intended to analyze customers’ assessment, buying behavior, and willingness to pay the antioxidant (AO) chicken eggs. The study was conducted in Malang Regency, the closest location to the UMM Farm Business Unit. Primary data were obtained from interviews with customers of the AO and conventional eggs. The data were analyzed with a quantitative descriptive design and the t-test. The results suggested that customers assessed the AO chicken eggs had better nutritional content than the conventional one and produced a better impact on health. Customers’ behavior indicated that the purchase of the AO eggs was still lower than conventional eggs, although customers' tasting attitude on the AO egg portrayed a higher preference. Customers were willing to pay more expensive to the AO eggs. The price of AO eggs without any label was 7% higher than the conventional counterpart during the time of the study. If the AO eggs are labeled, they will take a premium price of 21% more than conventional eggs. The results recommended the producers to do packaging and labeling to the AO eggs to expand the market. Moreover, the UMM Farm needs to consider various packaging designs based on consumer preferences and determine the market penetration of the AO eggs.
Highlights
Chicken eggs are the most widely consumed food ingredient as a source of animal protein [1], so that the increase in population significantly increased its demand [2]
Chicken eggs that contain antioxidants have been developed by University of Muhammadiyah Malang (UMM), and marketed by the UMM Farm Business Unit
The Willingness to Pay (WTP) for organic eggs increased due to negative information about previous events of chicken eggs contaminated with Salmonella bacteria in the USA in 2010 [26]
Summary
Chicken eggs are the most widely consumed food ingredient as a source of animal protein [1], so that the increase in population significantly increased its demand [2]. The AO chicken feed from the UMM Farm Business Unit is added by coconut oil cake Such innovative product is expected to have more profit value so that the producers have powerful and competitive resources in joining a new market place [11], since nowadays, consumers’ behavior has improved in responding to environmentally friendly products [12], [13], and follow the procedure of food safety [14]. Consumer's motivation, health awareness, and concern for food safety havesignificant positive effects on demand for labeled chicken eggs. The limited reference about purchasing antioxidant eggs supports the importance of this study, intending to analyze consumer’s assessment, purchasing behavior, and willingness to pay the AO chicken egg
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