Consumers' attitudes and willingness to pay for chicken in Côte d'Ivoire

Description of the subject. Identifying consumer characteristics related to their preferences and attitudes towards chicken is fundamental for supplying chickens that will be successful in the market.

Objectives. To determine consumer attitudes and willingness to pay (WTP) for different types of chickens available in the north of Côte d'Ivoire.

Method. A total of 400 individuals were randomly surveyed across the 11 municipalities of the Poro region, through face-to-face interviews. The sample was stratified based on municipal population estimates, ensuring representativeness. Multiple correspondence analysis (MCA) and hierarchical clustering were applied to identify consumer groups, while Chi-square tests and Pearson residuals were used for characterization.

Results. The study revealed that 85% of the surveyed people consumed chicken, including traditional, fast-growing, and hybrid types. Four consumer groups were identified based on their chicken preferences and WTP for specific types. These groups varied in terms of chicken organoleptic and sanitary attributes, meat quantity, availability, cost, consumption frequency, quantity consumed, consumers' eating habits, place of residence, household size, and income. Factors such as household size, income, and festive periods positively influenced chicken consumption quantity, while place of residence impacted type and frequency of chicken consumption. Chicken meat quantity, availability, organoleptic and sanitary qualities, consumers’ eating habits, and household size were key factors determining WTP for chicken, regardless of type.

Conclusions. The characteristics of chicken preferred by consumers varied depending on the type of chicken. Categorizing consumers based on their preferences and WTP highlighted the complex relationship between consumer attitudes and the different factors influencing chicken consumption patterns and WTP. These findings provide valuable insights for poultry producers and policymakers to better align supply and demand. Improving the availability, affordability, and quality of preferred chicken types, while considering socio-economic factors (household size, incomes, and festive periods), could enhance market success. Future research could explore how emerging trends, such as changing dietary habits or the rise of imported chicken, may influence consumer behavior in the concerned regions.