ECONOMETRIC ANALYSIS OF CHARACTERISTICS AFFECTING CONSUMER PREFERENCE FOR CHICKEN MEAT

Abstract

Chicken meat is widely recognized as a healthy and affordable source of protein and plays an important role in ensuring proper nutrition for many families. Compared with other protein sources such as red meat or fish, chicken meat is generally more economical and accessible, which makes it a strategic food product in the daily diet of the population. Therefore, understanding the characteristics of the chicken meat market and the factors influencing consumer preferences is important for both producers and policymakers. The main objective of this study is to determine the socio-economic factors that influence families’ preference for chicken meat and to provide sectoral information that may contribute to the development of the poultry industry. The primary data of the research were collected through a survey conducted in 2,810 households. Logistic regression analysis was applied to identify the variables affecting the probability of chicken meat consumption. The results show that education level, household income, and the number of family members significantly influence chicken meat consumption. In contrast, variables such as gender, age, and the presence of cardiovascular diseases were found not to have a significant effect on chicken meat preference among families.