NL Journal of Veterinary and Animal Nutrition

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Assessment of Consumers’ Attitudes and Perceptions towards Broilers and Local Chickens: A Case Study of Masambanjati Epa, Thyolo District

Author(s) : Benson Mataya*.

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Abstract

The study was conducted in Masambanjati EPA, Thyolo District, to assess consumer attitudes and perceptions towards broilers and local chickens. A total of 160 consumers were randomly selected from five villages and assessed using questionnaires. Data collected was analysed for frequencies, cross-tabulations and quantitative statistics. The results showed that 61% of respondents preferred local chickens, while 39% preferred broilers. Broilers were mainly chosen because of their low price (34%) and large size (19%), whereas local chickens were preferred for their better taste (39%), convenient availability (23%), and health and safety perceptions (18%). In terms of taste satisfaction, 46% of respondents were very satisfied and 34% satisfied with local chickens, compared to 27% very satisfied and 36% satisfied with broilers. For quality, broilers recorded higher satisfaction levels (40% very satisfied and 38% satisfied) than local chickens (33% very satisfied and 36% satisfied). Health perceptions differed between the two chicken types, with 57% of respondents associating broilers with diarrhea, 30% with antimicrobial resistance, and 13% with allergies. In contrast, 79% of respondents associated local chickens with the presence of intestinal parasites. Household size, income, and education influenced purchasing decisions, as 55% of respondents indicated that small household size reduced chicken purchases, 54.4% reported that low income led to the purchase of cheaper chickens, and 24.4% of respondents with higher education preferred local chickens. The study concludes that consumer preferences are influenced by economic, sensory, and health-related factors, highlighting the need for improved management and food safety practices in both broiler and local chicken production. Keywords: Broilers, Consumer attitudes, Food safety, Local chickens, Poultry consumption.

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