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Abstract
This study examined purchasing outlets, consumer satisfaction, preferences for enhanced chicken egg attributes in Ghana, and the determining factors. Notwithstanding the several studies on the pattern, preferences and consumption of eggs, studies on preferences of chicken eggs in Ghana are very limited. Thus, this study extends the theory of reasoned action by integrating the attribute construct of means-end theory to analyze consumers’ preferences for enhanced attributes of chicken eggs (by focusing on demographics, attitudes, subjective norms and attributes). Using the closed-ended contingent valuation method, primary data was compiled from 200 chicken egg consumers. Likert scale, truncated and ordered probit regressions were applied. Retailers, farmers and food vendors are major purchase outlets for chicken eggs. Consumers were unsatisfied with chicken egg price, neatness, hygiene of vending surroundings, size and customer care. Nonetheless, they were satisfied with eggshell hardness, absence of cracks, packaging, consistency in supply, and certification by authorities. Most consumers were willing to pay higher prices for chicken eggs with enhanced attributes. Willingness to pay (WTP) ranged from 10–80% increase in market price, with an average of 33%. Demographic, attitudinal and subjective-norm characteristics, and satisfaction with chicken egg attributes influence WTP. Low satisfaction with specific chicken egg attributes and high WTP suggest a good market potential for enhanced chicken egg attributes.
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Notes on contributors
Bismark Amfo
Bismark Amfo is a lecturer at Department of Agricultural and Resource Economics in University of Energy and Natural Resources, Ghana. He holds a PhD in Agricultural Economics from Kwame Nkrumah University of Science and Technology, an MPhil in Agricultural Economics, and a BSc in Agribusiness from University for Development Studies. His research interest borders on agricultural finance (agricultural financial economics), migration and labour economics, and consumer studies. He has conducted various studies in the agricultural sector, published a number of papers in Scopus indexed journals, and consulted for organizations like GIZ, John A. Kufuor Foundation, and Northern Rural Growth Programme.
Richard Kwasi Bannor
Richard Kwasi Bannor is an Associate Professor of Agribusiness Management at the Department of Agribusiness Management and Consumer Studies at the University of Energy and Natural Resources, Ghana. He is also the current Ghana Society of Agribusiness Scientists (GSAS) President and the Faculty Advisor for Kosmos Innovation Centre’s AgriTech Challenge at the University. For over eight years, he has researched the development and sustaining of Agribusiness MSMEs in Africa, Asia and Europe, mainly in Agricultural and Rural Marketing and Agribusiness Value and Supply Chains. Consequently, Bannor has over 70 research publications in peer-reviewed international journals and four drone patents in Australia, the UK, and Germany. His current research focuses on celebrity and digital marketing, food standards, agribusiness consumers’ behaviour, labelling and packaging, agricultural intellectual property regimes and TQM practices in agribusiness marketing and supply chains.
Abigail Oparebea Boateng
Abigail Oparebea Boateng is a Lecturer in the Department of Agribusiness Management and Consumer Studies at the University of Energy and Natural Resources, Ghana. She is a member of the Ghana Society of Agribusiness Scientists (GSAS). Her current research focuses on supply chains, human resources management, organizational behaviour and consumer studies in agribusiness.
Helena Oppong-Kyeremeh
Helena Oppong-Kyeremeh is a Senior Lecturer in Agribusiness Management at the Department of Agribusiness Management and Consumer Studies at the University of Energy and Natural Resources, Ghana. She is a member of the Ghana Society of Agribusiness Scientists (GSAS) and focuses on advancing agribusiness research. She has about 40 research publications in peer-reviewed, internationally recognized journals. Currently, her research areas include branding agricultural products, agri-commodity value and supply chains as well as consumer studies in agribusiness.