Social and Quality Attributes Influencing Consumption of Native Poultry in Eastern Uganda

Abstract

Poultry consumers in Uganda are increasingly interested in consumption of native chicken compared to duck and turkey meat. By far the most important driving force for selective consumption is preference. The aim of this study was to determine the factors that influence preference for consumption of native poultry in Butaleja and Tororo districts. A field survey of rural and peri-urban poultry consumers and food service providers was conducted through semi-structured interviews using questionnaires; and a total of 195 respondents were covered. The assessment parameters included: socio-economic factors, acceptability, purchase and consumption preference criteria, aversion reasons, choice and frequency of consumption and limitations. The results of survey revealed high acceptability of all native poultry meat types 80.35%. The main economic activity of consumers was non-salary employment 71.3%. The most significant (p<0.001) attributes that guided consumer purchasing behaviour and consumption were eating quality attributes 26.26% , product availability 26.74% and product size 50.62% . In addition, consumption preference for duck meat was very significantly (p<0.05) associated with location, tribe and religion. The use of the poultry products by food service providers was dependent on customer preference 65% and price 71.4%. The main reasons for aversion to use and consume the turkey and duck meat were: perception of sanitary conditions 44% and product unavailability 21.9%. Consumers frequently ate chicken 1 to 2 times 55.8% in a month and none at all for duck and turkey meat 73.7%. The main significant (p<0.001) limitations to frequency of consumption were product unavailability 57.32%and market price 42.51%. Consumer concerns of good health 52.8% and sensory quality 61.1% influenced their choices to buy and eat prepared poultry form. In conclusion, socio-economic factors, perception of quality cues and quality attributes influence purchasing and consumption preference. Therefore, sensitization campaigns on nutritional quality, modern production and value addition is necessary.