COMPARISON OF CONSUMERS’ PREFERENCES FOR BEEF AND CHICKEN IN AKURE SOUTH AND OWO LOCAL GOVERNMENT AREAS OF ONDO STATE, NIGERIA.

Abstract

Studies on preference for beef and chicken, in particular, are scanty and those focusing on individuals are almost non-existent. This creates a gap in knowledge and literature, which this study seeks to fill. The study was carried out to compare consumers’ preferences for beef and chicken in Akure South and Owo Local Government Areas of Ondo State, Nigeria. To achieve this, Primary data were collected with the aid of a well-structured questionnaire. Multistage sampling was used to select 180 respondents for the study. The data collected were subjected to descriptive analysis, multiple regression analysis, factor analysis and estimation of elasticities of consumption. The results of the descriptive statistics showed that most of the respondents earned less than N30,000 as monthly income and 92.8% of the respondents consumed beef while 87.2% consumed chicken. The quantity of both beef and chicken consumed most in the study area ranged between 1 and 1.9kg per month. Most (42.2%) of the respondents considered beef as their most preferred meat while 37.8% preferred chicken most. Multiple regression analysis on respondents’ expenditure on beef had an adjusted R-squared value of 0.894. Sex of respondents, marital status and income were significant at 5%, while household size, beef preference and beef quantity were significant at 1%. For expenditure on chicken, the R-squared value of the model was 0.359. Years of education was significant at 10%, chicken affordability was significant at 5%, while household size, income and chicken preference were significant at 1%. Physical attributes of beef, social factors, economic factors and medical considerations were the determinants of consumer’s preference for beef while social and medical considerations, physical attributes of chicken and economic factors were important determinants of consumer’s preference for chicken. Beef and chicken were both price- and income-inelastic. The study concluded that higher income and more household members resulted in greater expenditure on beef for an individual consumer. Also, an increase in consumers’ income led to a lower proportionate increase in the quantity of beef and chicken consumed in Ondo State.