EXPLORING THE FACTORS THAT INFLUENCE

THE CONSUMER DEMAND AND PREFERENCE

FOR CHICKEN AND DUCK MEAT: A SURVEY
BASED-STUDY

EVELYN SATENIAMAN
JOHN REY DURON
BACKGROUND OF STUDY

Over the past decades, changing consumer preferences for variety, convenience, safer, and healthier

attributes have been shaping meat demand patterns. Some of these changes have led to the increasing

consumption of poultry meat. In fact, over decades, poultry has become the most-consumed livestock

commodity in the world, especially in developing and emerging markets (Asante-Addo, 2020).

Both chicken and duck meat are classified as poultry. Chicken and duck meat can be served as fresh

meat or as a processed product and can be cooked in similar ways. Most people are familiar with the taste and

texture of chicken. It’s a meat that has a neutral taste and is great at picking up added flavor, seasonings, and

marinades. In terms of meat, it’s generally more fibrous. Duck, on the other hand, has an earthier, gamier flavor

and, because of its fat content, is much more tender (Biswas, et. al., 2019).
 However, when it comes to poultry meats, chicken is a staple in most households, with duck coming in at a

close second. But for those who have had the two types of meat together before, it’s obvious that they are different

(Adamski, et. al., 2017).

In this study, the researchers will look at what sets these two types of meat apart, focusing on the consumer

demand and preferences towards chicken meat and duck meat in Sipalay City, to see which meat is the best choice.

Accordingly, the main objective of this research is to explore and identify the relevant factors that contribute

to the patterns of behavior change toward the consumption and preferences of consumers between chicken meat and

duck meat. Such analysis may allow supply chain actors and policymakers to anticipate trends and future changes in

demand, develop effective marketing strategies, and provide products that meet consumers’ needs and expectations.
STATEMENT OF PROBLEM

The focus of this study was to determine and explore the factors that influence consumer demand and preferences for

chicken meat and duck meat in Sipalay City. Specifically, this study will seek to answer the following questions:

1. What is the demographic profile of the respondents in terms of age, sex, marital status, religion, address,

household size, working status, source of income, family monthly income, and educational attainment?

2. What is the extent of consumer demand and preference toward chicken meat and duck meat?

3. Is there a significant difference in consumer demand and preferences when grouped according to their

demographic profile?
STATEMENT OF HYPOTHESIS

Based on the problems, the following hypothesis was considered.

1. There is no significant difference in consumer demand and preferences when

grouped according to their demographic profile.

THEORETICAL AND CONCEPTUAL
FRAMEWORK OF THE STUDY
This study stands on the Revealed Preference Theory of Paul Samuelson (1938), this theory
holds that consumer preferences can be revealed by what they purchase under different
circumstances, particularly under different income and price circumstances. The theory
entails that if a consumer purchases a specific bundle of goods, then that bundle is
“revealed preferred,” given constant income and prices, to any other bundle that the
consumer could afford. By varying income or prices or both, an observer can infer a
representative model of the consumer’s preferences.
Based on a thorough review of prior literature and prior research findings on consumer
demand and preference, a theoretical framework of the study has been developed in the
figure given figure on the next slide comprising of one independent variables (demographic
profile) which include; age, sex, civil status, educational attainment, address, family
monthly income, source of income, household size, religion, working status, and one
dependent variable (consumer demand and preference) which include; health, mood,
convenience, sensory appeal, natural content, price, familiarity, ethical concerns.
 Schematic Diagram

Independent Variable Dependent Variable

Figure. Schematic Diagram showed the relationships of the

variables under study.
Scope and Delimitation of the Study

The data collection will be conducted to 376 sample respondents drawn from the year 2020 number of

households in Sipalay City collected from the DSWD (Department of Social Welfare and Development)

office of Sipalay. This study will be conducted on August to September, 2023. Demographic profile

characteristics of the respondents to be considered will be age, sex, marital status, religion, household

size, working status, source of income, family monthly income, and educational attainment.

Dimensions on the consumer demand and preferences included in the study will be health, mood,

convenience, sensory appeal, natural content, price, familiarity, ethical concern.

 Review Related Literature
Consumer preference is the subjective taste of individual consumers that is measured by the satisfaction they derive
from an item after they buy it. It is often expressed through utility. The value of the items consumers buy can be compared by
measuring the utility of the items (Stampa, et. al., 2020).
Demand will be influenced by the taste and preference of the consumer positively. If the tastes and preferences are
positive then demand will be increased and vice versa (AboElsoud, & Seireg, 2020).
The consumer's social situation, time factors, the reason for their purchases, and their moods also affect their buying
behavior. Your personality describes your disposition as other people see it. Market researchers believe people buy products to
enhance how they feel about themselves (Hosta, & Zabkar, 2021). Five factors were found considerably to influence consumer
preferences in both markets, namely habit, food quality, product availability, the tendency to support local food, and the
availability of information and knowledge (Kumar, & Smith, 2018). A large number of factors influence our behaviour. Kotler
and Armstrong (2008) classify these as: Psychological (motivation, perception, learning, beliefs and attitudes) Personal (age
and life-cycle stage, occupation, economic circumstances, lifestyle, personality and self concept) Social (reference groups,
family, roles and status) Cultural (culture, subculture, social class system) (Slabá, 2019). The main social factors affecting
consumer behavior are family, roles and status. Social factors have a direct impact on the consumption and purchasing
behavior of people. Consumer behavior is an action that affects not only individuals and societies, but also countries and
national economies (Yue, et. at., 2020). The economic factors that most affect the demand for consumer goods are
employment, wages, prices/inflation, interest rates, and consumer confidence (Tarkom, & Ujah, 2023).
Consumers are showing their demand for convenience in the choices that they make, including which retailers they will spend
their time and money with. (Shirani, et. al., 2020).
 Chicken is the most sustainable of all land-based animal proteins, demanding fewer natural resources, like
agricultural land and water, or other resources, such as electricity and gas (Kleyn, & Ciacciariello, 2021). We humans are
sensory beings.
Duck is a great, rich, juicy, and much more flavorful alternative to chicken or turkey. While it is a fattier meat,
it is still a great dish to enjoy occasionally. Moreover, compared to other poultry meats, it has more health benefits and is
richer in vitamins and minerals (Chen, 2022).
We have a series of receptors (commonly known as senses: sight, hearing, smell, taste and touch) that serve us
to move around the world, and of course to make decisions. Marketing and advertising are well aware of the importance
of perception as one of the factors influencing consumer behaviour. Concepts such as sensory marketing, or even
emotional marketing have been developing over the last few decades on the knowledge of the influence of perceptions in
making the purchase decision. However, it is worth remembering that there are many factors that influence people’s
perception of a product or service, such as brand image, customer experience, etc. (Aschemann-Witzel, 2018).
It is undoubtedly the most difficult factor to differentiate. The personality of a human being is influenced by
factors such as those we have already seen (age, culture, socio-economic level, etc.), but also by many others. Education,
or life experience are crucial. But also genetic and biological conditioning factors. It is very difficult to know in depth
the personality of human beings. Even self-knowledge is not an easy task. But there is no doubt that personality is a
determining factor when deciding on the purchasing process. That’s why it’s so important to know your customers as
well as possible (Lin, et. al., 2019).
A factor that has a significant effect on the demand for chicken meat is the family income factor. Factors in the
price of chicken meat, broiler chicken meat price, age, number of family members, education level and taste level did
not significantly affect the demand for chicken meat (Zhang, et. al., 2018). One reason for chicken's affordability is
production efficiency.
 Research Design and Methodology
Research Design “Descriptive research design”
Descriptive research was an appropriate choice when the research aimed to identify characteristics, frequencies, trends, and categories
(McCombes, 2019).

Instrument The research instrument used in the study is adapted from the study of Mantsho & Hlongwane (2018) entitled, “Consumer perception and
preference between broiler and indigenous chicken meat in Limpopo Province, South Africa”.
The instrument will be divided into Two (2) parts.
Part I includes the demographic profile of the respondents which include age, sex, marital status, address, religion, household size, working status,
place of resident, source of income, family monthly income, and educational attainment.
Part II were statements concerning the consumer demand and preference for chicken and duck meat in Sipalay City which was adapted from the
study of Mantsho & Hlongwane (2018). This comprises of 38-item statements which are categorized into health, mood, convenience, sensory
appeal, natural content, price, familiarity, ethical concern.

Locale/Respondents This study will be conducted at seventh-teen (17) Barangay of Sipalay City, 6113, Negros Occidental, Philippines. There were 376 sample
respondents. There will be 23 households for each Barangay. Only one respondent who are 18 and above will be included in the study.

Ethical consideration Communication letter to address to the Campus Administrator of the Central Philippines State University.
Communication letter addressed to each barangay chairman or chairwoman.
The researchers will not use methods that may cause physical or psychological harm, the researchers informed participants of the purposes of the
research and its methods, and the participant must involve voluntary consent, participants may withdraw from the study at any time, for any reason,
participants were offered information about the results of the study, identities of participants remain confidential (if he or she pleases).

Analysis To determine the demographic profile of the respondents in terms of age, sex, marital status, religion, household size, working status, source of
income, family monthly income, and educational attainment, frequency distribution, and percentage count will be used.
To determine the extent of consumer demand and preference toward chicken meat and duck meat, mean will be used.
To determine the significant difference on consumer demand and preferences when grouped according to their socio-demographic profile, LSD and
ANOVA will be used.
THANK YOU!