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AN INVESTIGATION ON CONSUMER CHOICES AND INTEREST FOR LIVESTOCK PRODUCTS IN NIGERIA’S UYO METROPOLIS
ABSTRACT
This study looked at consumer preferences and interest in animal products in the Nigerian city of Uyo, focusing on the rankings of demand and preferences for various milk and meat product characteristics. 400 consumer households from eight local government units in Uyo Metropolis participated in the survey. To determine market segments based on consumer preferences, behavior, and lifestyles, factor analysis, and cluster analysis were utilized. Segmental variations were examined. According to the study’s rating of consumer preferences for various kinds of milk, powdered full cream was the most favored and frequently drunk milk, and it was also rated as the tastiest and healthiest. The socioeconomic profile of the target market, Gender, marital status, education, occupation, and ethnic background all had statistically significant effects on milk’s flavor, nutritional value, health risk, shelf life, ease of handling, and product hygiene at levels less than 5%. According to a ranking of preferences for beef, chevon, and mutton based on a few criteria and quality indicators, local breed cattle were preferred by all sexes and age groups the most (84.7%), and mature bulls were strongly selected (34%). Naturally, fed meat was strongly preferred (88.6%) to meat from artificially fattened animals. Meat from male chevon animals that had been naturally fed and had a medium fat content was favored. The characteristics of the animal’s breed, fat content, meat’s appearance, sex, and age Customers’ willingness to pay for meat products was significantly influenced by the animal and feeding systems. Egg, meat, fish, milk, and fruit demand were all very price-sensitive. Cereals, vegetables, and legumes had inelastic demand in relation to their own price. Demand for meat, milk, and fish was remarkably unaffected by changes in cereal costs; a 1% increase in cereal prices increased demand for fish by 1.36% and for milk by 1.48%. The demand for meat fell by 0.51% for every percent increase in wheat prices. In general, most of the other cross-price elasticities were less than unity and had either a positive or negative sign, indicating a link of substitution or complementarity (respectively) between the goods in question. The main issue with livestock product preferences in the study area has been found as inadequate storage and warehousing facilities (19.8%). The findings of this study allowed for the linking of consumers’ aspects related to flavor, nutrition, health risk, product hygiene, shelf life, accessibility, and cost of cattle products that are sociodemographic, psychological, and environmental. Therefore, it was advised that producers and marketers should use these consumer relationships to segment their markets based on the lifestyle and behaviors of their target consumers and that all stakeholders who are responsible for upholding standards should be given the technical know-how and governmental support they need to do so.
TABLE OF CONTENT
Title page- – – – – – – – – i
Approval page – – – – – – – -ii
Dedication – – – – – – – – -iii
Acknowledgement – – – – – – – -iv
Abstract – – – – – – – – – -v
Table of content – – – – – – – -vi
CHAPTER ONE
INTRODUCTION – – – – – – – -1
1.0 Background of the study – – – – -1
1.1 Statement of the problem – – – – -5
1.2 Purpose of the study – – – – – -6
1.3 Significance of the study – – – – -8
1.4 Research questions – – – – – -9
1.5 Scope of the study – – – – – – -10
CHAPTER TWO
LITERATURE REVIEW – – – – – – -11
CHAPTER THREE
Research methodology – – – – – – -39
Design of study – – – – – – – -40
Area of study – – – – – – – – -40
Population of the study – – – – – – -41
Sample and sampling techniques – – – – -41
Instrument for data collection – – – – -41
Method of data collection – – – – – -42
Method of data analysis – – – – – – -43
CHAPTER FOUR
Presentation, analysis and interpretation of data – -48
Discussion of findings – – – – – – -56
CHAPTER FIVE
Summary of findings – – – – – – -60
Conclusion – – – – – – – – -61
Recommendations – – – – – – – -62
Suggestions for further research – – – – -64
References – – – – – – – – -65
Appendix I – – – – — – – – -68
Questionnaire. – – – – – – – -69
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