Consumer Preferences for Processed Chicken Products in Mojokerto City
Keywords:
processed chicken products, consumer preferences, conjoin analysis, price, packagingAbstract
Chickens as a productive type of poultry have been cultivated and used for their meat, eggs and feathers. The use of chicken meat has been widely used into several processed products. The emergence of various forms of processed chicken meat is caused by the dynamics of consumer behavior. In addition, the level of demand for chicken meat continues to increase. The producers are faced with products that can meet consumer expectations which lead to the need for information on consumer preferences for processed chicken products. The purpose of this study was to analyze the level of preference and the order of importance of the attributes of processed chicken products in student group consumers in Mojokerto City. The product attributes analyzed were price, packaging, label and aroma. The basic method of this research is descriptive analytic with direct survey technique to the respondents. This research was conducted on 100 respondents who had consumed processed chicken products. The sampling technique was carried out by convenience sampling technique. The data collection method used in this study was a questionnaire with interviews. Primary data is then processed using conjoint analysis which is operated through the SPSS program. Consumer preferences for processed chicken products in Mojokerto City are those with the lowest prices ranging from 10,000 to 25 thousand, have small packages, according to SNI and have a dominant aroma with chicken flavors and spices. Based on the relative importance value, the attributes most prioritized by consumers are price, packaging, label and aroma, respectively.
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