Characterization of consumers’ purchase and consumption behaviour for chicken in Nairobi, Kenya: Targeted insights for value chain positioning

Understanding consumer desires is important for effective positioning of goods and services in various market segments. Comprehensive analyses of chicken consumers’ behaviour are limited in the literature; with none in the Kenyan market. This study assessed chicken consumers’ preferred purchase outlets, forms of chicken purchased, frequency and timing of consumption in the peri-urban areas of Nairobi city, Kenya. A random sample of 200 chicken consumers was interviewed at various purchase and consumption places using structured questionnaires. Qualitative methods were applied in the data analysis. Results showed that most respondents buy chicken from roadside markets than other outlets, broilers are preferred to local chicken, consumers prefer fresh slaughtered chicken rather than other forms such as live or cooked, and over two-thirds of the consumers buy chicken less frequently - after a week or longer duration. Further, more than three-quarters of respondents reported that they consume chicken at home compared to when in transit or while away at work. Over two-thirds of the consumers considered cleanliness of place of sale and the seller, price and accuracy of the quantity offered as the main issues that they are concerned with when making purchase decisions. More than half of the consumers also reported that they preferred naturally reared chicken without growth hormones/stimulants. These findings offer useful insights for chicken producers and traders to provide chicken with acceptable features, in the right quantities and timing that fits within consumers’ desires. This will enhance consumer safety and satisfaction, as well as ensure responsible business practices.