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

Abstract

This study examined purchasing outlets, consumer satisfaction, preferences for enhanced chicken egg attributes in Ghana, and the determining factors. Notwithstanding the several studies on the pattern, preferences and consumption of eggs, studies on preferences of chicken eggs in Ghana are very limited. Thus, this study extends the theory of reasoned action by integrating the attribute construct of means-end theory to analyze consumers’ preferences for enhanced attributes of chicken eggs (by focusing on demographics, attitudes, subjective norms and attributes). Using the closed-ended contingent valuation method, primary data was compiled from 200 chicken egg consumers. Likert scale, truncated and ordered probit regressions were applied. Retailers, farmers and food vendors are major purchase outlets for chicken eggs. Consumers were unsatisfied with chicken egg price, neatness, hygiene of vending surroundings, size and customer care. Nonetheless, they were satisfied with eggshell hardness, absence of cracks, packaging, consistency in supply, and certification by authorities. Most consumers were willing to pay higher prices for chicken eggs with enhanced attributes. Willingness to pay (WTP) ranged from 10–80% increase in market price, with an average of 33%. Demographic, attitudinal and subjective-norm characteristics, and satisfaction with chicken egg attributes influence WTP. Low satisfaction with specific chicken egg attributes and high WTP suggest a good market potential for enhanced chicken egg attributes.

Keywords

• Purchase outlets
• consumer satisfaction
• enhanced chicken egg attributes
• extended theory of reasoned action
• means-end theory
• M. Luisa Escudero-Gilete, Universidad de Sevilla, Spain