The factors influencing chicken lovers in Malaysia, race as the moderating variable
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Date
2011-12-16
Authors
HALILI, MUNIRA
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Abstract
Chicken meat is widely consumed and it is the most common and popular poultry species in the
world. The preference and consumption of chicken meat have been tremendously increasing in
Malaysia. The upward trend of chicken meat consumption is seen in Malaysia with 36 - 39 kg of
per capita consumption from the year 2000 to the year 2010. These factors motivated to identify
the factors that influence chicken lovers in Malaysia. This study also aims to detennine whether
race has any effects as moderating variable. A total of 127 respondents who are non-vegetarians
took part in this study. These 127 respondents were classified into four groups namely routine
chicken eaters (group I), chicken likers (group II), chicken lovers with health concerns (group
III) and real chicken lovers (group IV) based on the preference and consumption of chicken
Imeat. It is worthwhile to mention that the taste, price, health concerns and habit of cooking
chicken meat were statistically significant with the respect to the above four groups. In addition,
race moderates the relationship between the independent variables and the chicken lovers with
Malays dominating the chicken lovers' category. It is interesting to observe that Malays prefer
hicken meat with chilies, Chinese prefer chicken meat with sauce and Indians prefer chicken
eat with salad. However, this study reveals that the preference of ingredient of chicken meat is
arne among the four identified groups. These results are useful to the broiler plants and
gencies that are in charge of selling chicken meat. It also brings value to the society,
articularly to consumers to use as a guide in their selection of chicken meat, and al so to the
estaurant owners in the selection of food to be offered to their customers. It is important to
ontrol the price of chicken by the government and only the quality chicken meat should be
ade available to the consumers.
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FACTORS INFLUENCING