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ANALYSIS OF CONSUMER PREFERENCES IN BUYING BROILER

CHICKEN MEAT

Achmad Faqih, Siti Aisyah, Hanif Farihin Sya’bani, Rifki Ahmad Ramadhan,

Taufik Rahman Darmadi, Panji Maulana Yusuf

Faculty Of Agriculture Gunung Jati Swadaya University, Indonesia

Email: [email protected], siti.aisya[email protected]

Abstract

In general, consumers in buying a product are closely related to the attributes attached to the

product concerned. This is because these attributes will cause preference. Therefore,

knowledge of attributes and preferences becomes very important, especially for

manufacturers or traders. This study aims to: 1) find out the attributes of chicken meat that

are consumer preferences and 2) find out the attributes that consumers consider most in buying

broiler chicken meat. The research design used in this study was using quantitative descriptive

methods with survey research methods. The population used is consumers who buy broiler

chicken meat at the Pasar Minggu Traditional Market, Palimanan District, Cirebon Regency.

The attributes studied in broiler chicken meat are the price of meat, meat parts, meat texture,

and meat color. The number of samples used was 100 respondents with a sampling technique

using accidental sampling. The study was conducted in July-August 2022. Data analysis

techniques using chi square test and fishbein multiattribute analysis. The results showed that

1) there are differences in consumer preferences for the attributes that exist in broiler chicken

meat. The attributes of broiler chicken meat that become consumer preferences are the price

of meat, meat parts, meat texture, and meat color. The attributes of broiler chicken meat that

consumers like are the price of meat IDR 30.000.-, the broiler chicken meat part is breast, the

texture of broiler chicken meat is chewy texture, and the color of broiler chicken meat is

yellowish white, 2) the attributes most considered by consumers in buying broiler chicken

meat consecutively ranging from the highest to the lowest are the price of meat, meat color,

texture of meat, and parts of meat.

Ke ywords

: Attributes, Consumers, Preferences, Broiler Meat

INTRODUCTION

Livestock business has an important meaning for the socio-economic life of some

Indonesian people. Livestock is one of the sub-sectors in the agricultural sector, livestock

business is spread from villages to big cities in terms of providing food for the community

where the food is to meet the needs of the community itself. Humans in their efforts to meet

the need for food not only in terms of basic needs such as rice, vegetables, corn, tubers, but

also need the fulfillment of nutrition, especially those containing high protein both from

animals and vegetables, one of which comes from broiler chicken meat.

Chicken meat is an animal food that is very popular with the public because of the

delicious, nutritious, and affordable taste of meat. The advantages of chicken meat as a

consumption material have led to a high preference from the public compared to other meats.

There are various types of chicken meat consumed by the public including Non-Perebred

Chicken, Broiler Chicken, and Laying Pullet Chicken. People in consuming chicken meat

always choose between the three types of chicken meat available in the market. The difference

Injuruty: Interdiciplinary Journal and Humanity

Volume 2, Number 7, July 2023

e-ISSN: 2963-4113 and p-ISSN: 2963-3397

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in terms of taste and price is one of the considerations of the community in consuming chicken

meat and one of the most popular chicken meat is broiler chicken.

Chicken commodities have very good market prospects because they are supported by

the characteristics of poultry products that are acceptable to the public, relatively cheap prices

with easy access because they are public goods and are the main driver of national animal

protein supply. The price of broiler chickens in the district can be seen in Table 1.

Table 1.

Average Price of Consumer Level Broiler Chicken Meat in Cirebon Regency in 2017 –

2021

Years

Price

(Rp)

2017

25.337

2018

30.103

2019

30.095

2020

31.859

2021

33.646

Source : Directorate General of Livestock and Animal Health Ministry of Agriculture of the

Republic of Indonesia 2021

Based on the table above, it shows that the average price of broiler chicken meat has

increased every year, the highest price reaching Rp. 33,646,- in 2021. The increase in broiler

chicken meat prices is influenced by the level of consumption and also the needs of the

community, therefore it can be ascertained that broiler chicken meat production is also

increasing.

Broiler chicken meat is a superior food commodity before chicken meat has many uses and

benefits to support human nutritional needs. Chicken meat can be consumed and accepted by

all groups of society and religion as food that has high nutritional value.

Cirebon Regency is one of the largest chicken meat consumers in West Java Province

and there are many chicken farms spread across various regions in Cirebon Regency in meeting

the meat needs of the people of Cirebon Regency. According to Sumarwan, (2014) consumer

behavior will be closely related to product attributes. Product attributes are characteristics of a

product that consumers consider in buying a product where these attributes are used as

consumer references in buying. Consumer preferences can be broadly interpreted as choices

for something that is preferred by consumers. Consumer preference measures the level of

consumer liking for a product compared to other products. Consumers will consider many

things in determining the consumption they will choose and this process does not just happen.

The success of the manufacturer in introducing its product will depend on the level of

acceptance and liking for the product.

According to Fauzi & Wijaya, (2021) consumer preference is whether or not someone

likes the product (goods or services) consumed. Understanding consumer preferences aims to

continue existing marketing strategies on an ongoing basis so that goods or services sold or

marketed remain in demand by consumers.

Pasar Minggu traditional market located in Palimanan sub-district is one of the largest

markets in Cirebon Regency whose average operating period is from dawn to noon or evening,

there are many sellers of meat, vegetables and so on, every day there are no idle sellers, there

are always many consumers who enliven the goods or products they sell, One of them is a

chicken meat trader who sometimes sells out every day when the afternoon time is approaching

evening. Consumers have different characteristics that make the decision to buy chicken meat

varied. Consumers pay attention to various attributes inherent in chicken meat which are used

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as considerations in making decisions to buy. The term consumer behavior refers to the

behavior exhibited by consumers in searching, buying, using, evaluating, and spending goods

and service products that they hope will satisfy their needs (Musay, 2013).

In fact, at the research site, the increasing population makes people's consumption of

chicken meat increase. Another factor that causes the increase in consumption of chicken meat

is people's purchasing power and public awareness of the importance of animal protein

nutrition consumption is getting higher. If you look carefully, in the research area of the lower

middle and upper middle class, on average they choose to consume chicken meat compared to

other types of meat available in the Sunday market. Based on the description above, researchers

are interested in conducting research on the analysis of consumer preferences in buying broiler

chicken meat at the traditional market, Pasar Minggu, Palimanan District, Cirebon Regency.

The objectives of this study are: (1) To find out what broiler chicken meat is the consumer

purchase preference in the traditional market of the Sunday market of Cirebon regency. (2) To

find out which preferences consumers consider most in the decision to buy broiler chicken

meat at the traditional market, Sunday market, Cirebon regency.

The preference in this study is a consumer preference in choosing to consume chicken

meat. In this study, consumption preferences explained that in general consumers show

extraordinary pleasure (fanatics) to consume chicken meat.

The results of Aiman et al., (2017), stated that the results of the study showed that

processed fishery products that became consumer preferences in the Cikurubuk Traditional

Market were fish balls. The things that respondents most consider in choosing fish products,

fish balls, and fish brains in a row from the most considered to the less considered are the same,

namely: taste, price, product color, type of packaging, and packaging color. While the most

considered attributes are shown by the results of chi square analysis calculations. The attributes

of pindang ikan tongkol products that consumers consider in purchasing decisions include:

brown packaging color, type of woven bamboo packaging, natural product color, original taste

and with prices ranging from Rp. 5,000 to Rp. 10,000, - per 250 grams.

The results of Priyambodo et al., (2020), show that all the attributes studied differ very

markedly in the level of 99% confidence which means there are differences in consumer

preferences for the attributes in broiler chicken meat. Broiler chicken meat that is the preference

of consumers in the traditional market of Denpasar city is broiler chicken meat that has a

yellowish-white carcass color, clean skin, fresh meat smell, intact bone condition, fresh meat,

breast meat, and meat sizes weighing between 1.1 kg to 1.5 kg. Based on Fishbein's

Multiattribute analysis, it is known that broiler chicken meat that consumers consider in their

decision to buy brooiler chicken meat in the traditional market of Denpasar city from the most

considered to the less considered in a row is the carcass meat part, meat smell, meat freshness,

skin hygiene, bone condition, and broiler chicken carcass size.

The results of Kampar & District, (2018) show that the potential segment of broiler

chicken meat consumers is women aged 30-40 years, has a family of 3-5 people, high school

education level (SMA) or equivalent and has a job as a farmer. The attributes of chicken meat

that consumers like are affordable meat prices, negotiable prices, high nutritional content, meat

hygiene, aroma, fresh color and chewy and not mushy texture of broiler chicken meat. While

the factors that affect the amount of broiler chicken meat consumption are the price of broiler

chicken meat, the number of family members and the price of other meat. The income factor

does not affect consumption, where the number of family members and other meat prices have

a positive effect on the amount of broiler chicken meat consumption. To find out the attributes

of chicken meat that are consumer preferences, analysis can be carried out using Chi square

aimed at determining whether there are differences in chicken meat consumer preferences and

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also to find out the attributes that are chicken meat consumer preferences. While the analysis

of consumer attitudes using Fishbein's Multiattribute analysis aims to find out the attributes

most considered by chicken meat consumers.

Based on the explanation above, the framework of thinking is as follows

Figure 1 Framework of Thought

METHOD RESEARCH

This research was carried out from July to August 2022 at the traditional market,

Palimanan Sunday Market, Cirebon Regency. The object in this study is the consumer buyers

of chicken meat in Pasar Minggu Traditional Market. This research was conducted with the

consideration that Pasar Minggu is one of the chicken meat sales centers in the western part

of Cirebon Regency.

The research method used in this study is using descriptive quantitative research

methods. According to Sugiyono, (2015) the descriptive method is a method used to describe

or analyze a research result but is not used to make broader conclusions. The research

technique uses survey methods.

The population in this study is broiler chicken meat consumers who buy at Pasar

Minggu Traditional Market. The determination of respondents in this study used the acidental

sampling method. Acidental sampling is the taking or determination of samples taken by

chance or available . In this study, because the number of consumers was not identified, the

number of samples taken was 100 respondents. The criteria for the sample taken were chicken

meat consumers encountered by chance in the study area.

Data collection methods in this study consist of two types, namely primary data and

secondary data. Primary data is data obtained directly from respondents. In this study, primary

data were obtained from interviews with consumers using questionnaires or lists of questions

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that had been prepared beforehand. Data collection was conducted directly with respondents

in the form of questions and answers. Secondary data is supporting data obtained by recording

and quoting from government institutions or related institutions such as the Livestock Service,

Ministry of Health of the Republic of Indonesia, Market Manager and obtained from previous

research journals related to this study used to measure what to measure and reliability test

means an instrument that when used several times to measure the same object, will produce

the same data (Sugiyono, 2015).

This study used two data analysis techniques, namely Chi square analysis, because chi

square analysis can be used to test significant differences in consumer preferences between

those observed from each expected category and Fishbein Multiattribute Analysis, because

this analysis technique is one of the well-known analytical techniques to measure attitudes

towards an object (Ghozali, 2016).

RESULT AND DISCUSSION

Pasar Minggu traditional market is the third largest market in Cirebon Regency after

plered market and ciledug market. The Sunday market traditional market located in Palimanan

District, Cirebon Regency is one of the traditional markets that provides basic needs and

consumption needs of the community such as clothing / clothing, vegetables, meat, and other

basic needs needed by the community. The market operation period is from morning before

dawn to noon and even in the afternoon, there are many sellers of meat, vegetables and so on,

every day there are no idle sellers, there are always many consumers who enliven the goods or

products they sell, one of which is chicken meat traders who sometimes sell out every day

when the afternoon time is late in the afternoon.

Chi Square Analysis

According to Kotler & Keller, (2009), consumer preference is defined as the choice of

likes or dislikes by someone towards the product or service consumed. Consumer choice shows

consumer preferences from various product choices available. Consumer preference for broiler

chicken meat can be known by looking at consumer evaluations of the attributes inherent in

broiler chicken meat and its categories. These attributes are the price of broiler chicken meat,

broiler chicken meat parts, broiler chicken meat texture, and broiler chicken meat color. The

results of Chi-square analysis for broiler meat attributes are shown in Table 3 below :

Table 2. Chi Square Analysis Results of Broiler Chicken Meat Attributes

Meat attributes of broiler chickens

X² hitung

X²tabel

Keterangan

Meat Price

145,46

5,99

There Are Differences

Meat Section

42,48

7,81

There Are Differences

Meat Texture

23,04

3,84

There Are Differences

Meat color

135,98

3,84

There Are Differences

Source : Primary Data Analysis, 2022.

The results of Chi Square Analysis in Table 3 show that all attributes of broiler chicken

meat including meat price, meat part, meat texture, and meat color differ markedly at a level

of significance of 5% and a confidence level of 95% which means that the null hypothesis (Ho)

is rejected and the alternative hypothesis (Ha) is accepted. According to Ammar Aiman (2016),

if the value of X² is calculated greater than X² table, then there are differences in preferences

contained in a product. That is, consumer preferences for broiler chicken meat in Pasar Minggu

traditional market with X² count greater than X² table then the preferences are not the same or

there are differences in preferences

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Consumer preferences for the category of meat attributes of broiler chickens

From the results of the study, the category of broiler meat attributes that tend to be

chosen by consumers can be seen in the following Table 3

Table 3 Consumer preferences for the category of meat attributes of broiler chickens

Source : Primary Data Analysis, 2022

Based on Table 3, it is known that the attributes of broiler chicken meat that are

consumer preferences in Pasar Minggu traditional markets are meat prices of IDR 30,000, - the

meat part is breast, meat texture is chewy, and meat color is yellowish white.

Consumer preference is defined as the choice of likes or dislikes by a person towards the

product (goods or services) consumed. Consumer choice shows consumer preferences from

various product choices available (Fadillaha & Subchan, 2021). The price attribute of meat

preferred by consumers is IDR 30,000, - according to consumers the price of IDR 30,000, - is

the cheapest price consideration among other meat prices, namely IDR 34,000 and IDR

38,000,-. The attribute of the meat part that consumers like is the meat part, namely the breast,

consumers assume the breast is the part that has more meat and has fewer bones so that

consumers prefer the chest over other parts, namely the head, wings, thighs, and gizzard liver.

The meat texture attribute preferred by consumers is the chewy texture of meat, consumers

assume that chicken meat with a chewy texture is easy to process and more delicious for

consumption. The meat color attribute that consumers like is yellowish-white meat color,

consumers assume that yellowish-white meat color looks fresher than other meat colors,

namely pale white and reddish meat color.

Analisis Multiatribut Fishbein

Fishbein's attitude model will principally calculate Ao (attitude toward the object), which

is a person's attitude toward an object, known through the attributes attached to the object. By

recognizing an object through seeing, touching, trying and using the object for a long time, a

Meat attributes of

broiler chickens

Broiler meat

attribute

Category

Meat Price

17,85

Good

Meat Section

16,56

Good

Meat Texture

16,72

III

Good

Meat color

17,55

Good

Total

68,63

Good

Source : Primary Data Analysis, 2022

Based on Table 8, it shows that the total attitude value of broiler meat attributes of 68.63

is included in the good category. This shows that the attributes of broiler chicken meat that

consumers buy at Pasar Minggu traditional market can be well received by consumers.

According to Nitisusastro, (2012), trust is part of an attitude that then affects individuals, trust

is a descriptive thought that someone has about something. Consumer attitudes towards broiler

meat attributes are categorized as good, meaning that consumers have confidence in the

attributes of chicken meat.

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Descriptive analysis of consumer attitudes to the meat attributes of broiler chickens

First, the meat price attribute is an attribute considered by consumers. Price is one of the

important factors in a product, the price of broiler chicken meat which is always changing every

day makes price attributes the main consideration for consumers. Second, the color attribute of

meat is an attribute that is considered by consumers as well, in general consumers are interested

in a product starting with looking, therefore the color attribute of meat is an attribute that

consumers consider.

Third, the attribute considered in the third order is the texture attribute of meat. The

texture of the meat will influence purchasing decisions and the level of consumer satisfaction.

Consumers will generally choose a chewy meat texture with the consideration that the meat

can be processed easily and does not feel hard when consumed. Fourth, the attribute that

consumers consider in the last order is the meat part. The meat part is an attribute that is less

considered by consumers, rarely consumers who buy broiler chicken meat only choose meat

parts, the average consumer considers more attributes such as price, color, and texture of meat.

Research on chicken meat is in line and has similarities with the results of Pratama's

research in 2015 that, broiler chicken meat that is the preference of consumers in the traditional

market of Denpasar Regency is broiler chicken meat that has a yellowish-white carcass color,

breast meat, and meat size weighing between 1.1 to 1.5 kg. The results of Fishbein's

Multiattribute Analysis are known that broiler chicken meat that consumers consider in the

decision to buy broiler chicken meat in the traditional market of Denpasar Regency from the

most considered in a row is the carcass meat part, meat smell, meat freshness, skin hygiene,

bone condition, and broiler chicken carcass size. Research on chicken meat is in harmony and

has similarities with the results of Ilham's research in 2017 that, the attributes of chicken meat

that consumers like are affordable meat prices, negotiable prices, high nutritional content, meat

cleanliness, aroma, fresh color and texture of broiler chicken meat that is chewy and not

mushy.

This research on chicken meat is in harmony and has similarities with the results of Filya

Hidayati's research in 2014 on beef that, the beef that is the preference of consumers in the

traditional market of Dharmasraya Regency is beef that is bright red, has little fat content, and

the upper part of the meat, while the attributes of beef that consumers consider successively

from the most considered to the less considered is the color of the meat, the meat part, and the

fat content.

Consumer attitudes are an important factor influencing consumer decisions. The concept

of attitude is closely related to the concept of trust and behavior, attitude is an expression of

consumer feelings about an object whether it is liked or not and can also describe consumer

trust in various attributes and benefits of the object (Fitriana, 2018).

The respondent's assessment of the broiler meat attribute is based on the respondent's

attitude towards the attribute. The assessment of broiler chicken meat attributes includes two

things, namely the assessment of confidence and the evaluation (evaluative) of the attributes of

broiler chicken meat and the assessment of multiattribute attitudes is with the fishbein model.

From the results of fishbein's multiattribute analysis, it is known that the attributes of broiler

chicken meat that are most considered by consumers in buying from the highest to the lowest

order are the price of meat, meat color, meat texture, and finally the meat part.

CONCLUSION

Based on the results of research and discussion, it can be concluded as there are

differences in consumer preferences for broiler chicken meat attributes in the traditional

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market, Sunday market, Palimanan District, Cirebon Regency. The attributes of broiler chicken

meat that become consumer preferences are the price attribute of meat IDR 30,000,-, the

chicken meat is the breast, the texture of chicken meat is chewy texture, and the color of

chicken meat is yellowish white.

The most considered attributes of consumers in buying broiler chicken meat at the

traditional market of the Sunday market Palimanan District, Cirebon Regency from the highest

to the lowest order are the price of meat which is IDR 30,000,- the color of the meat is yellowish

white, the texture of the meat is chewy, and the meat part is the breast meat part.

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Achmad Faqih, Siti Aisyah, Hanif Farihin Sya’bani, Rifki Ahmad Ramadhan,

Taufik Rahman Darmadi, Panji Maulana Yusuf (2023)

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Injurity - Interdiciplinary Journal and Humanity

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