ArticleHeliyon2024
Branding locally produced chicken in Ghana: An application of discrete choice experiment.
Article in Heliyon, 2024. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Authors and funding
3 authors.
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No grant is acknowledged in the PubMed record.
Abstract
Branding is gradually becoming an essential component of successful agribusinesses and a significant motivation to boost modern agriculture. The study aimed to investigate broiler farmers' choices and preferences for branding locally produced chicken in Ghana. Primary data was collected from 562 broiler producers using a multistage sampling technique. The Discrete Choice Experiment model, which comprises random parameter logit and conditional logit models, was used to analyse farmers' preferences for branding attributes and willingness to brand locally produced chicken. Branding attributes of brand source, production claim, form of branded chicken, percentage of farm use, and price were analysed. Averagely, farmers were willing to pay US$0.59 to brand 1.9 kg of processed chicken. Further, household size, brand source, production claim, form of branded chicken, percentage of farm use, and membership of a farmer-based organisation positively influenced farmers' willingness to brand locally produced chicken. In contrast, price negatively influenced farmers' preference for branding. Farmers should produce brands with these unique attributes to boost sales, improve income and enhance the competitiveness in the poultry industry.
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