Consumer satisfaction and preferences for enhanced chicken egg attributes in Ghana: an application of extended theory of reasoned action and means-end theory

Figures & data

Figure 1. Conceptual framework for the study.

Figure 2. Map of Dormaa Central Municipal.

Table 1. Bids for WTP elicitation.

Current price of one crate of chicken eggs	WTP elicitation (US$)
US$2.40	<10%	10%	20%	30%	40%	50%	60%	70%	80%	90%	100%	>100%
	2.64	2.64	2.88	3.12	3.36	3.60	3.84	4.08	4.32	4.56	4.80	4.80

Ghana cedis (GH₵) is the currency of Ghana; US$1 = GH₵7.50.

Table 2. Categories of responses from the CVM for WTP elicitation.

Percentage (%) increase in market price	Actual WTP amount (US$)	Description/level of WTP
WTP ≤ 0%	WTP ≤ US$0	No WTP
10% ≤ WTP ≤ 20%	US$2.64 ≤ WTP ≤ US$2.88	Low WTP
30% ≤ WTP ≤ 40%	US$3.12 ≤ WTP ≤ US$3.36	Moderate WTP
WTP ≥ 50%	WTP ≥ US$3.60	Premium/high WTP

Ghana cedis (GH₵) is the currency of Ghana; US$1 = GH₵7.50.

Table 3. Characteristics of consumers.

Variable	Description	Consumers who were WTP (n = 166)	Consumers who were not WTP (n = 34)	Test-statistics	Aggregate data (N = 200)
Sex (%)	Male	55.42	47.06	−6.76***	54.00
	Female	44.58	52.94		46.00
Age (years)	Mean	32.46	27.88	31.21***	31.68
	Standard deviation	19.87	18.86		18.02
	Minimum	20.00	19.00		19.00
	Maximum	71.00	44.00		71.00
Status in community (%)	Native	27.71	52.94	−10.97***	32.00
	Non-native	72.29	47.06		68.00
Household size (count)	Mean	3.12	3.61	18.30***	3.53
	Standard deviation	1.97	2.11		2.09
	Minimum	1.00	1.00		1.00
	Maximum	7.00	10.00		10.00
Children in household (count)	Mean	1.25	1.12	9.68***	1.23
	Standard deviation	0.51	0.33		0.49
	Minimum	1.00	1.00		1.00
	Maximum	3.00	2.00		3.00
Adults in household (count)	Mean	2.58	2.41	13.48***	2.55
	Standard deviation	1.81	1.64		1.78
	Minimum	1.00	1.00		1.00
	Maximum	3.00	6.00		6.00
Aged in household (count)	Mean	1.06	1.12	7.18***	1.07
	Standard deviation	0.24	0.33		0.26
	Minimum	1.00	1.00		1.00
	Maximum	2.00	2.00		2.00
Dependents (count)	Mean	0.71	1.55	4.80***	1.41
	Standard deviation	1.14	1.80		1.74
	Minimum	0.00	0.00		0.00
	Maximum	4.00	6.00		6.00
Education (years)	Mean	10.07	9.35	52.85***	9.95
	Standard deviation	3.89	3.25		3.79
	Minimum	0.00	0.00		0.00
	Maximum	18.00	18.00		18.00
Monthly household food expenditure (US$)	Mean	192.51	182.28	24.62***	190.65
	Standard deviation	106.95	112.22		107.57
	Minimum	41.23	49.6		41.23
	Maximum	413.23	413.23		413.23
Main employment (%)	Formal	60.24	47.06	−5.98***	58.00
	Non-formal	39.76	52.94		42.00
Monthly household income (US$)	Mean	379.08	295.11	16.41***	364.80
	Standard deviation	328.01	228.66		314.44
	Minimum	33.33	16.67		16.67
	Maximum	1111.11	833.33		1111.11

Ghana cedis (GH₵) is the currency of Ghana; US$1 = GH₵7.50. *** denotes statistical significance at 1%.

Table 4. Choice of purchase outlets by consumers of chicken eggs.

Variable	Description	Consumers who were WTP (n = 166)	Consumers who were not WTP (n = 34)	Test-statistics	Aggregate data (N = 200)
Egg consumption frequency (%)	Daily	35.29	23.17	19.26***	25.25
	Twice a week	35.29	23.17		25.25
	Thrice a week	17.65	36.59		33.33
	Weekly	0.00	10.98		9.90
	Every two weeks	11.76	4.88		6.06
	Monthly	0.00	1.22		1.01
Number of eggs consumed by a household weekly (count)	Mean	17.53	14.65	20.38***	15.14
	Standard deviation	14.90	8.48		9.88
	Minimum	1.00	1.00		1.00
	Maximum	40.00	30.00		40.00
Trust in egg certification authorities (%)	High	56.63	47.06	−6.57***	55.00
	Low	43.37	52.94		45.00
Egg purchase outlet (%)	Farmers	36.14	52.94	18.65***	39.00
	Wholesalers	3.61	0.00		3.00
	Retailers	51.81	41.18		50.00
	Food vendors	8.43	5.88		8.00

***Denotes statistical significance at 1%.

Table 5. Consumers’ satisfaction with qualities/attributes of chicken eggs.

Chicken egg attribute	Level of satisfaction (%)
	Very high	High	Neutral	Low	Very low
Price	0.00	6.00	17.00	26.00	51.00
Neatness of eggs	1.00	18.00	30.00	32.00	19.00
Hygiene of vending surrounding	8.00	7.00	29.00	32.00	24.00
Size of eggs	9.00	25.50	9.50	40.00	16.00
Shell quality/hardness	17.00	28.00	25.00	19.00	11.00
Absence of cracks on shells	52.00	38.00	9.00	1.00	0.00
Packaging	26.00	32.00	20.00	10.00	12.00
Consistency in egg supply	72.00	23.00	5.00	0.00	0.00
Customer care	4.00	12.00	15.00	43.00	26.00
Certification by authorities	72.00	15.00	5.00	5.00	3.00

Figure 3. Consumers’ WTP higher prices for chicken eggs with enhanced attributes.

Table 6. Amount consumers were willing to pay for chicken eggs with enhanced attributes.

Current market price for one crate of egg (US$)	Increase in market price of chicken egg for WTP elicitation (%)	Actual WTP amounts for one crate of egg (US$)	Proportion of consumers (%)
2.40	0.00	0.00	17.00
	<10	<2.64	0.00
	10	2.64	6.00
	20	2.88	16.00
	30	3.12	25.00
	40	3.36	27.00
	50	3.60	6.00
	60	3.84	2.00
	70	4.08	0.00
	80	4.32	1.00
	90	4.56	0.00
	100	4.80	0.00
	>100	>4.80	0.00
WTP categories	WTP ≤ 0 (no WTP)	WTP ≤ 0 (no WTP)	17.00
	10 ≤ WTP ≤ 20 (low WTP)	2.64 ≤ WTP ≤ 2.88 (low WTP)	22.00
	30 ≤ WTP ≤ 40 (moderate WTP)	3.12 ≤ WTP ≤ 3.36 (moderate WTP)	52.00
	WTP ≥ 50 (premium WTP)	WTP ≥ 3.60 (premium WTP)	9.00
Mean WTP	32.65	3.18
Standard deviation	12.46	0.30
Minimum WTP	10.00	2.64
Maximum WTP	80.00	4.32

Ghana cedis (GH₵) is the currency of Ghana; US$1 = GH₵7.50.

Table 7. Truncated regression for factors influencing consumers’ WTP higher prices for chicken eggs with enhanced attributes.

Explanatory variable	Measurement	Coefficient (z-value)
Demographic characteristics
Sex	1 = male, 0 = female	0.186 (2.04)**
Age	Years	−0.002 (−0.59)
Education	Years of formal education	0.459 (2.21)**
Children	Number of household members below 12 years	0.263 (2.57)**
Adults	Number of household members aged between 18–60	−0.007 (−0.30)
Aged	Number of household members above 60 years	−0.214 (−1.55)
Dependents	Number of people who depend on respondent for a livelihood	−0.173 (−4.39)***
Attitudinal characteristics
Income	Monthly household income, US$	0.01 (1.24)
Food expenditure	Monthly household food expenditure, US$	0.004 (1.55)
Egg quantity consumed	Number of eggs consumed by a household weekly	−0.010 (-1.75)*
Subjective norm characteristics
Purchase outlet	0 = farmers, 1 = traders	0.150 (1.22)
Trust in authorities	1 = consumer trust authorities in egg certification, 0 = otherwise	0.072 (1.02)
Residence status	1 = native, 0 = non-native	−0.081 (−0.79)
Employment	1 = formal, 0 = non-formal	−0.019 (−0.77)
Hygiene of surrounding	1 = high level of satisfaction, 0 = low level of satisfaction	−0.469 (−2.03)**
Customer care	1 = high level of satisfaction, 0 = low level of satisfaction	−1.124 (−5.89)***
Satisfaction with chicken egg attributes
Neatness of egg shell	1 = high level of satisfaction, 0 = low level of satisfaction	−0.025 (−0.09)
Size of egg	1 = high level of satisfaction, 0 = low level of satisfaction	−1.002 (−2.84)***
Shell quality/hardness	1 = high level of satisfaction, 0 = low level of satisfaction	−0.335 (−3.23)***
Packaging	1 = high level of satisfaction, 0 = low level of satisfaction	−0.015 (−0.11)
Constant	n.a.	2.806 (8.97)***
Number of observations		200
Wald chi-squared		1215.63***
Log likelihood		11.093
Sigma		0.182 (8.83)***

* , ** and *** denote statistical significance at 10%, 5% and 1% respectively. n.a.: not applicable.

Table 8. Ordered probit regression for factors influencing consumers’ WTP higher prices for chicken eggs with enhanced attributes.

Explanatory variable	Coefficient (z-value)	Marginal effect for WTP bids (z-value)
		No WTP (WTP ≤ 0%)	Low WTP (10% ≤ WTP ≤ 20%)	Moderate WTP (30% ≤ WTP ≤ 40%)	Premium WTP (WTP ≥ 50%)
Demographic characteristics
Sex	0.415 (2.28)**	−0.079 (−2.17)**	−0.073 (−2.21)**	0.123 (2.23)**	0.029 (1.88)*
Age	0.005 (0.55)	−0.001 (−0.55)	−0.001 (−0.55)	0.002 (0.55)	0.0004 (0.54)
Education	0.050 (2.51)**	−0.009 (−2.48)**	−0.009 (−2.48)**	0.015 (2.48)**	0.004 (2.38)**
Children	0.251 (1.12)	−0.047 (−1.12)	−0.045 (−1.10)	0.074 (1.11)	0.018 (1.07)
Adults	−0.046 (−0.79)	0.009 (0.79)	0.008 (0.79)	−0.014 (−0.79)	−0.003 (−0.77)
Aged	−1.072 (−2.93)***	0.199 (2.81)***	0.193 (2.64)***	−0.316 (−2.76)***	−0.076 (−2.23)**
Dependents	−0.365 (−4.04)***	0.068 (3.70)***	0.066 (3.42)***	−0.108 (−3.59)***	−0.026 (−2.69)***
Attitudinal characteristics
Income	0.03 (2.81)**	0.06 (−2.80)**	0.05 (−2.80)**	0.09 (2.80)**	0.02 (2.78)**
Food expenditure	−0.007 (−2.26)**	0.001 (2.25)**	0.001 (2.24)**	−0.002 (−2.24)**	−0.001 (−2.20)**
Egg quantity consumed	−0.009 (−0.99)	0.002 (0.98)	0.002 (0.97)	−0.003 (−0.98)	−0.001 (−0.94)
Subjective norm characteristics
Purchase outlet	0.277 (1.38)	−0.053 (−1.31)	−0.049 (−1.38)	0.084 (1.34)	0.019 (1.31)
Trust in authorities	0.210 (1.05)	−0.039 (−1.03)	−0.037 (−1.05)	0.062 (1.04)	0.015 (1.02)
Residence status	−0.208 (−1.02)	0.040 (0.97)	0.037 (1.03)	−0.063 (−0.99)	−0.014 (−1.04)
Employment	0.247 (1.13)	−0.047 (−1.09)	−0.044 (−1.13)	0.074 (1.11)	0.017 (1.09)
Hygiene of surrounding	−0.015 (−3.15)***	0.003 (2.15)**	0.003 (2.10)**	−0.005 (−4.15)***	−0.001 (−5.05)***
Customer care	−0.052 (0.61)	0.010 (0.61)	0.009 (0.60)	−0.015 (-0.61)	−0.004 (-0.60)
Satisfaction with chicken egg attributes
Neatness of egg shell	−0.022 (−2.00)**	0.004 (2.39)**	0.004 (2.21)**	−0.007 (−2.25)**	−0.002 (−2.20)**
Size of egg	−0.046 (−5.04)***	0.008 (4.14)***	0.008 (3.67)***	−0.013 (−2.60)**	−0.003 (−2.63)**
Shell quality/hardness	0.130 (1.48)	−0.024 (−1.47)	−0.023 (−1.44)	0.038 (1.46)	0.009 (1.36)
Packaging	−0.102 (1.16)	0.019 (1.15)	0.018 (1.14)	−0.030 (−1.15)	−0.007 (−1.09)
Cut 1	1.003 (1.249)
Cut 2	1.821 (2.277)**
Cut 3	4.101 (4.830)***
Observations	200
Log likelihood ratio chi-squared	87.96***
Pseudo R-squared	0.185
Log likelihood	−194.242

* , ** and *** denote statistical significance at 10%, 5% and 1% respectively.