Segmenting consumer preferences for chicken meat: A multinomial and factor analysis approach

Understanding consumer preferences for different types of chicken meat is critical for effective market segmentation and targeted production strategies. This study investigated the factors influencing consumer choices among broiler chicken, local (indigenous) chicken, and spent layers in the Eastern Cape Province of South Africa. A structured questionnaire was administered to 300 randomly selected households across four urban and peri-urban centres. The data were analyzed using descriptive statistics, Chi-square tests, exploratory factor analysis (EFA), and multinomial logistic regression. Descriptive results revealed that consumers prioritized price, freshness, smell, and meat colour as the most important product attributes when purchasing chicken meat. Health and food safety perceptions also significantly shaped consumer attitudes, particularly regarding the use of antibiotics in broiler production. The factor analysis identified three underlying dimensions influencing consumer choice: (1) health-conscious perceptions related to drug residues and disease risk, (2) food security and natural production benefits of indigenous chicken, and (3) sensory and culinary attributes associated with texture and taste. These three factors explained 60.8% of the total variance and showed strong internal reliability (Cronbach’s α > 0.72). Multinomial logistic regression showed that several predictors significantly influenced the likelihood of preferring local chicken or spent layers over broiler chicken. Consumers purchasing from street vendors were significantly more likely to choose local chicken (OR = 20.96, p = 0.021) and spent layers (OR = 272.93, p < 0.001). Weekly purchase frequency and concerns about antibiotics in broiler meat were also positively associated with preference for local or spent layer chickens.