Branding locally produced chicken in Ghana: An application of discrete choice experiment

Branding is gradually becoming an essential component of successful agribusinesses and a significant motivation to boost modern agriculture. The study aimed to investigate broiler farmers' choices and preferences for branding locally produced chicken in Ghana. Primary data was collected from 562 broiler producers using a multistage sampling technique. The Discrete Choice Experiment model, which comprises random parameter logit and conditional logit models, was used to analyse farmers' preferences for branding attributes and willingness to brand locally produced chicken. Branding attributes of brand source, production claim, form of branded chicken, percentage of farm use, and price were analysed. Averagely, farmers were willing to pay US$0.59 to brand 1.9 kg of processed chicken. Further, household size, brand source, production claim, form of branded chicken, percentage of farm use, and membership of a farmer-based organisation positively influenced farmers' willingness to brand locally produced chicken. In contrast, price negatively influenced farmers' preference for branding. Farmers should produce brands with these unique attributes to boost sales, improve income and enhance the competitiveness in the poultry industry.