An economic study to measure the impact of consumer taste on increasing demand for Rayyan chicken and competing food products in Tikrit District in 2024

This paper examined the household demand of three chicken meat namely Rayyan chicken, local chicken and imported chicken in Tikrit District and specifically the consumer food taste as a behavioral determinant of the quantity demanded. In 2024, cross-sectional data were gathered in 100 households on a structured questionnaire and transformed into an ordinal index with a scale of 03. Demand models of each type of chicken were estimated separately using the double-log. The findings indicated that Rayyan chicken was the healthiest choice by the households with 70, then local chicken with 20 and imported chicken with 10 percent. The results also indicated that the elasticity of taste was greatest in the case of Rayyan chicken, which shows that the elasticity of taste is the most responsive to sensory qualities and brand name. Local chicken had a medium elasticity and the lowest response was the imported chicken where they were more dependent on price and the convenience of storing. The findings confirm that one of the key elements that influence the demand of poultry in Tikrit District is food taste and that the organized national product has competitive advantage. The research reveals the significance of incorporating sensory qualities in the marketing plans and policy interventions to favor the local production of poultry.