Drivers Influencing Consumers’ Buying Intentions towards Frozen Chicken Products: A Case of South Punjab

Abstract

In the scenario of Pakistan, the demand for frozen chicken products such as nuggets, a variety of chicken, drumsticks, burger patties, and chicken candies has increased with the passage of time. Rise in consumer income, change in the demographics and lifestyles, and changes in the preferences of the people because of the awareness as well as new technologies. The present research was carried out in the city of Multan. The city selected for research, as it is a densely populated city in southern Punjab. Multan is also the fourth largest city in Pakistan, and it is a purposive study-targeting customers related to value-added chicken products, A representative sample of consumers was drawn. A sample of 200 customers was interviewed by employing a convenient sampling technique. The researcher used the pre-tested items for the questionnaire of the present study for the collection of data from participants selected through personal interviews. Data collected from 1-20 April 2021. The consumer preferences for frozen chicken products were estimated by using the binary logistic regression technique. According to the results, all independent variables (qualification of consumers, consumer family size, income of consumer, hygienic factor, taste, appearance, availability, location, and season) are influencing the consumption of frozen chicken products significantly except the availability of frozen chicken products in the study area. The consumers highlighted various problems such as lack of advertisement, high prices, and lack of awareness, location, and availability of frozen chicken products in the study area. Advertisement campaigns should initiate to enhance the awareness and usage of frozen chicken products by the companies in the study area.