Consumer perception and preference between broiler and indigenous chicken meat in Limpopo Province, South Africa

The paper's aim was to investigate Consumer perception and preference between broiler and indigenous chicken meat in Limpopo Province, South Africa. In this purpose 216 individuals participated to a questionnaire based survey in Mankweng Township. Factor analysis and chi square analysis was used to analyse the consumers' perceptions towards broilers and indigenous chicken meat. Cronbach alpha value was used to study the properties of measurement scales. The results pointed out an increased study found that where 53% of respondent prefers broiler chicken meat while 47% prefers indigenous chicken meat. Most of persons used to buy meat from supermarket (65%), being advantaged to purchase more food and goods at one way saving time. About 18% persons used to buy meat from hypermarket, 11% from street vendors, 4% produce their chicken meat for consumption and 2% buy from farm gate. Food choice questionnaire highlight that preference of food items is divided into ten categories which are health, mood, convenience, sensory appeal, natural content, price, familiarity and ethical concern. The Cronbach's alpha for this research is 0.748, where number of Cases = 216 and number of Items = 15. So, the research is an acceptable one. With this analysis, the first question of the compare and analyse the influence of consumers' preference between broiler and indigenous chicken meat. Therefore, all factors are acceptably important for consumers' preference and perceptions. Key word: Chronbach alpha, preference, perception