Chicken Meat Vs Duck Meat

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Republic of the Philippines

CENTRAL PHILIPPINES STATE UNIVERSITY
COLLEGE OF AGRICULTURAL AND FORESTRY
Sipalay Campus
Brgy. Gil Montilla, Sipalay City, Negros Occidental
CHAPTER I
Introduction
Background of the Study
Over the past decades, changing consumer preferences for variety, convenience,
safer, and healthier attributes have been shaping meat demand patterns. Some of these
changes have led to the increasing consumption of poultry meat. In fact, over decades,
poultry has become the most-consumed livestock commodity in the world, especially in
developing and emerging markets (Asante-Addo, 2020).
Both chicken and duck meat are classified as poultry. Chicken and duck meat can
be served as fresh meat or as a processed product and can be cooked in similar ways.
Most people are familiar with the taste and texture of chicken. It’s a meat that has a
neutral taste and is great at picking up added flavor, seasonings, and marinades. In terms
of meat, it’s generally more fibrous. Duck, on the other hand, has an earthier, gamier
flavor and, because of its fat content, is much more tender (Biswas, et. al., 2019).
However, when it comes to poultry meats, chicken is a staple in most households,
with duck coming in at a close second. But for those who have had the two types of meat
together before, it’s obvious that they are different (Adamski, et. al., 2017).
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In this study, researcher will look at what sets these two types of meat apart,
focusing on the consumer demand and preferences towards chicken meat and duck meat
in Sipalay City, to see which meat is the best choice.
Accordingly, the main objective of this research is to explore and identify the
relevant factors that contribute to the patterns of behavior change toward the consumption
and preferences of consumer between chicken meat and duck meat. Such analysis may
allow supply chain actors and policy makers to anticipate trends and future changes in
demand, develop effective marketing strategies, and provide products that meet
consumer’s needs and expectations.
Theoretical and Conceptual Framework of the Study
This study stands on the Revealed Preference Theory of Paul Samuelson (1938),
this theory holds that consumer preferences can be revealed by what they purchase under
different circumstances, particularly under different income and price circumstances. The
theory entails that if a consumer purchases a specific bundle of goods, then that bundle is
“revealed preferred,” given constant income and prices, to any other bundle that the
consumer could afford. By varying income or prices or both, an observer can infer a
representative model of the consumer’s preferences.
Much of the explanation for consumer behavior, particularly consumer choice, is
rooted in the concept of utility developed by the English philosopher and economist
Jeremy Bentham. Utility represents want (or desire) satisfaction, which implies that it is
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subjective, individualized, and difficult to quantify. By the early 20th century, substantial
problems with the use of the concept had been identified, and many proposed theoretical
replacements struggled with the same critiques. As a result, Samuelson offered what
became known as revealed preference theory in an attempt to build a theory of consumer
behaviour that was not based on utility. He argued that his new approach was based on
observable behavior and that it relied on a minimal number of relatively uncontroversial
assumptions.
As revealed preference theory developed, three primary axioms were identified:
the weak, strong, and generalized axioms of revealed preference. The weak axiom
indicates that, at given prices and incomes, if one good is purchased rather than another,
then the consumer will always make the same choice. Less abstractly, the weak axiom
argues that if a consumer purchases one particular type of good, then the consumer will
never purchase a different brand or good unless it provides more benefit—by being less
expensive, having better quality, or providing increased convenience. Even more directly,
the weak axiom indicates that consumers will purchase what they prefer and will make
consistent choices.
The strong axiom essentially generalizes the weak axiom to cover multiple goods
and rules out certain inconsistent chains of choices. In a two-dimensional world (a world
with only two goods between which consumers choose), the weak and strong axioms can
be shown to be equivalent.
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While the strong axiom characterizes the implications of utility maximization, it
does not address all the implications—namely, there may not be a unique maximum. The
generalized axiom covers the case when, for a given price level and income, more than
one consumption bundle satisfies the same level of benefit. Expressed in utility terms, the
generalized axiom accounts for circumstances where there is no unique bundle that
maximizes utility.
The two most-distinguishing characteristics of revealed preference theory are as
follows: (1) it offers a theoretical framework for explaining consumer behaviour
predicated on little more than the assumption that consumers are rational, that they will
make choices which advance their own purposes most efficiently, and (2) it provides
necessary and sufficient conditions, which can be empirically tested, for observed choices
to be consistent with utility maximization (Hands, 2014).
Based on a thorough review of prior literature and prior research findings on
consumer demand and preference, a theoretical framework of the study has been
developed in the figure given below (figure 1) comprising of one independent variables
(demographic profile) which include; age, sex, civil status, educational attainment,
address, family monthly income, source of income, household size, religion, working
status, and one dependent variable (consumer demand and preference) which include;
health, mood, convenience, sensory appeal, natural content, price, familiarity, ethical
concerns.
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Schematic Diagram
Independent Variable Dependent Variable
Demographic Profile Consumer demand and

Preferences
 Age
 Sex  Health
 Civil Status  Mood
 Educational  Convenience
Attainment  Sensory appeal
 Address  Natural content
 Family monthly  Price
income  Familiarity
 Source of income  Ethical concern
 Household size
 Religion
 Working status
Figure 1. Schematic Diagram showed the relationships of the variables under study.
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Statement of the Problem
The focus of this study was to determine and explore the factors that influence the
consumer demand and preferences on chicken meat and duck meat in Sipalay City.
Specifically, this study will seek to answer the following questions:
1. What is the demographic profile of the respondents in terms of age, sex, marital
status, religion, address, household size, working status, source of income, family
monthly income, and educational attainment?
2. What is the extent of consumer demand and preference toward chicken meat
and duck meat?
3. Is there a significant difference on the consumer demand and preferences when
grouped according to their demographic profile?
Statement of Hypotheses
Based on the problems, the following hypothesis was considered.
1. There is no significant difference in consumer demand and preferences when
grouped according to their demographic profile.

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Scope and Delimitation of the Study
This study will focus on exploring the factors that influence the consumer demand
and preference for chicken and duck meat. The purpose of the study is to explore the
factors that influence the consumer demand and preferences for chicken and duck meat in
Sipalay City. A descriptive research design will use in this study. The study utilized the
Slovin’s Formula with 95% confidence level in determining the adequate sample size
under the study out of the 16, 858 households of Sipalay City, there were 376 sample
respondents. There will be 23 households for each Barangay. Only one respondent who
are 18 and above will be included in the study. The research instrument used in the study
is adapted from the study of Mantsho & Hlongwane (2018) entitled, “Consumer
perception and preference between broiler and indigenous chicken meat in Limpopo
Province, South Africa”. The instrument will be divided into Two (2) parts. Part I
includes the demographic profile of the respondents which include age, sex, marital
status, religion, household size, working status, place of resident, source of income,
family monthly income, and educational attainment, Part II were statements concerning
the consumer demand and preference for chicken and duck meat in Sipalay City. The
statistical tools that will use to analyze and interpret the data in the study will be
dependent on the type of specific problem formulated. To determine the demographic

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profile of the respondents in terms of age, sex, marital status, religion, household size,
working status, source of income, family monthly income, and educational attainment,
frequency distribution and percentage count will be use. To determine the extent of
consumer demand and preference toward chicken meat and duck meat, mean will be use.
To determine the significant difference on the consumer demand and preferences when
grouped according to their socio-demographic profile, LSD and ANOVA will be use.
The data collection will be conducted to 376 sample respondents drawn from the
year 2020 number of households in Sipalay City collected from the DSWD (Department
of Social Welfare and Development) office of Sipalay. This study will be conducted on
_________ to _________, 2023. Demographic profile characteristics of the respondents
to be considered will be age, sex, marital status, religion, household size, working status,
source of income, family monthly income, and educational attainment.
Dimensions on the consumer demand and preferences included in the study will
be health, mood, convenience, sensory appeal, natural content, price, familiarity, ethical
concern.
Significance of the Study
The researchers deemed it necessary to pursue the study in the conviction that the
results would be beneficial to the following:
For the meat product suppliers. The result of the study will be beneficial as it
will give them the idea as to different attributes that the consumer usually considers in the
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purchase of products. This will help them to fulfill the consumer expectation on meat
products.
For the consumer. The result of the study will be beneficial to the consumer in
such a way that they will be informed and give an idea about the factors that influence
their demand and preferences for chicken meat and duck meat.
For the City Government of Sipalay. The result of the study will be significant
to the City Government of Sipalay for it will impart a thorough understanding and
knowledge of the factor about influencing the consumer demands and preferences for
chicken and duck meat.
For the College of Agriculture and Forestry. The result of the study will be
substantial to them in such way that it will provide simple data about the factors that
influence the demand and preferences of the consumer towards chicken meat and duck
meat in Sipalay City.
Academic Heads. The results of this study will be helpful to academic heads in
understanding the factors that influence the consumer demand and preference towards
chicken meat and duck meat, as it is, Central Philippines State University-Sipalay
Campus is focusing on chicken and duck farming. An understanding of what is important
to the individual’s consumption within a community will assist them to discuss that
which is most valued.
For the Future Researchers. The result of the study will be significant for it will
have future implications on future studies as it has potential to determine the factors
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influencing the consumers demand and preferences for chicken and duck meat in further.
It is also useful for future researchers to provide additional information to their study with
the same objectives.
Definition of Terms
For the clarity of terms used in this study, it is defined conceptually and
operationally.
Age. It is referred on how old a person is at a particular point in time. It is defined
as the measure of the time elapsed from date of live birth to a specific point in time,
usually the date of collection of the data. (Ward, 2022).
As used in this study it will measure the age of respondent from 18 and above.
Chicken Meat. It is referred to the any chicken grown specifically for
consumption as meat after processing (Kralik, et. al., 2018).
As used in this study it is the flesh of the chicken sold and eaten as food.
Civil Status. It is referred to the marital status of each individual in relation to the
marriage laws or customs of the country, i.e., never married, married, widowed, and not
remarried, divorced, and not remarried, married but legally separated, de facto union
(Pandey, et. al., 2019).
Consumer. It is referred to the natural person who purchases, uses goods, or
accepts services for the purposes of daily consumption (Baudrillard, 2016).

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As used in this study it is the person who preferred chicken meat and duck meat.
Consumer Demand and Preference. It is referred to the consumer choices to
maximize their satisfaction (Feldmann & Hamm, 2015).
As used in this study it well measures the individual tastes, likes, and dislikes, and
predisposition.
Convenience. It is referred to the consumer perceived time and effort expenditure
to make service purchase or use decisions and service delivery (Shankar & Rishi, 2020).
As used in this study it well determines the time that will not cause someone
too much trouble and effort.
Demand. It is referred to a consumer's desire to purchase goods and services and
willingness to pay a specific price for them (Kasilingam & Krishna, 2022).
As used in the study it will measure the willingness of the consumer for buying
chicken and duck meat through survey questionnaire.
Duck Meat. It is referred to the meat of several species of bird in the family
Anatidae, found in both fresh and salt water (Qiao, et. al., 2017).
As used in this study it is a high-fat, high-protein meat rich in iron.
Educational attainment. It is referred to the highest level of education that a
person has successfully completed. Successful completion of a level of education refers
to the achievement of the learning objectives of that level, typically validated through the
assessment of acquired knowledge, skills, and competencies (Wickersham et. al, 2021).
As used in this study it is the measure of the educational status of an individual.

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Ethical concern. It is referred to the relating to beliefs about what is normally
right (Ghvanidze, et.al., 2016).
As used in this study it will identify the ethnicity and implementation of a
product.
Family Monthly Income. It is referred to the combined total income received by
all members of a family before taxes (Putra, et. al., 2019).
As used in this study it is the total income from all people living in a particular
household.
Familiarity. It is referred to the form of remembering in which situation, event,
place, person, or the like provokes a subjective feeling of recognition and is therefore
believed to be in memory, although it is not specifically recalled (My, et. al., 2017).
As used in this study it will measure the state of someone knowing the product
well or recognizing something.
Health. It is referred to the state of complete physical, mental, and social well-
being and not merely the absence of disease or infirmity (Liu, et. al., 2020).
As used in this study it will measure the state of being, whereas wellness is the
state of living a healthy lifestyle and health conscious.
Household Size. It is referred to the number of persons in a private household
(Kumar, et. al., 2021).
As used in this study it is composed of one or more persons occupy a housing unit
who live together and have meals together or otherwise use their income together.
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Mood. It is referred as the group of persisting feelings associated with evaluative
and cognitive states which influence all the future evaluations, feelings, and actions
(Chen, et. al., 2019).
As used in this study it will measure the generalized internal state of feeling.
Natural Content. It is referred nothing artificial or synthetic (including all color
additives regardless of source) has been included in, or has been added to, a food that
would not normally be expected to be in that food (Goodman, 2019).
As used in this study it will determine that nothing artificial or synthetic including
all color additives regardless of source has been included in, or has been added to, a food
that would not normally be expected to be in that food.
Preference. It is referred to as a technical term usually used in relation to
choosing between alternatives (Falk, et. al., 2023).
As used in the study it is the measure of the consumer’s behavior and desires by
making a decision for buying chicken meat and duck meat.
Price. It is referred to the amount of money that has to be paid to acquire a given
product (Fried, 2021).
As used in this study it will measures and evaluates the impact of changes in price
of a product on its demand.
Religion. It is referred to the set of organized beliefs, practices, and systems that
most often relate to the belief and worship of a controlling force, such as a personal God
or another supernatural being (Paul Victor & Treschuk, 2020).

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As used in this study it is the institution whom the person devotes their belief and
practices towards their God and Gods.
Sex. It is referring to the socially constructed roles, behaviours and identities of
female, male and gender- diverse people (Walter, 2018).
As used in this study gender is the distinction between male and female.
Sensory Appeal. It is referred to the potent tool that aims to appeal to at least one
of the five senses in order to prompt significant, positive and, in-turn, profitable
responses from a business main target audience (Tan, et. al., 2017).
As used in this study it determines the taste, pleasant appearance, nice smell, and
appealing texture.
Source of Income. It is referred to the sum total of earnings received by a person
during a given period of time (Haig, 2020).
As used in this study it is the sources from which individuals obtain income on their total
earnings in the form of wages, salary, pension, distributions, and other receipt.
Working Status. It is referred to the status of a worker in a company on the basis
of the contract of work or duration of work done (Cellini, et. al., 2021).
As used in this study it is the legal status and classification of someone in
employment as either an employee, unemployed, self-employed, or working on their own
account.
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CHAPTER II
Review Related Literature
This chapter aim deliberately presented the different views of authors, findings
from previous studies, and varied ideas from research writers regarding with the factors
affecting the consumer preferences and demand for chicken and duck meat. The readings
were carefully chosen as to its significant contribution to the purpose of this study. Also,
the shared views enriched the discussion of this study and gave the researcher a wider
understanding and evaluation about this present inquiry.
Consumer preferences
Consumer preference is the subjective taste of individual consumers that is measured by
the satisfaction they derive from an item after they buy it. It is often expressed through
utility (André, et. at., 2018). Consumer preference is the subjective taste of individual
consumers that is measured by the satisfaction they derive from an item after they buy it.
It is often expressed through utility. The value of the item’s consumers buy can be
compared by measuring the utility of the items (Suchánek, & Králová, 2019).
Consumer preference is an important topic in economics. The use of consumer preference
is applicable in other schools of thought too. For example, marketing departments keep
an eye on consumer preference to check which product has higher demand in the market.
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They can also use it to check the trends in the markets and design a product according to
consumer preferences in the market (De Hooge, et. al., 2017).
Consumer preference is also a handy tool for measuring the satisfaction levels of
consumers for products available in the market. This gives economists an idea of the
standard to which an economy has reached. In other words, by checking consumer
preferences, economists can predict the conditions of the economy (Glick, 2018).
Consumer preferences also reveal the true purchasing power of consumers in a market.
So, by checking consumer preferences, one can see whether the lifestyles and living
standards of a society or community have changed. Usually, this is more relevant to
luxury items or costly foreign products. When consumers prefer luxury items it shows
that their purchasing power or income has increased. So, consumer preferences can also
give a snapshot of the increase in income of consumers (De Mooij, 2019).
Consumer preferences are at the heart of the marketing. When we analyze
consumer behavior, we are typically assessing how consumer make purchase decision
(i.e., the process via which they come to value one purchase alternative over another).
Understanding of consumer preferences is particularly important for product policy (e.g.,
what features to have, whether or not to offer a new product) and pricing decision
(Garcia-Rada, et. al., 2019).
Consumer Preferences tell us how the consumer would rank any two basket of
goods, assuming these allotments were available to the consumer at no cost. baskets or
bundles is a collection of goods or services that an individual might consume

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(Meyerding, & Merz, 2018). The tastes of a consumer can be represented by indifference
curves. These are based on the assumptions that the consumer can rank baskets of goods
according to individual preferences, tastes are consistent and transitive, and the consumer
prefers more of a good to less. An indifference curve shows the various combinations of
two goods that give the consumer equal satisfaction. Higher indifference curves refer to
more satisfaction and lower indifference curves to less. Indifference curves are negatively
sloped, cannot intersect, and are convex to the origin. The marginal rate of substitution
(MRS) measures how much of a good the consumer is willing to give up for one
additional unit of the other good and remain on the same indifference curve. Indifference
curves also generally exhibit diminishing MRS (Gidlöf, et. al., 2017).
Knowing consumer preference equips you to achieve guaranteed customer
satisfaction, effective marketing strategies, improved brand image, and customer loyalty
(Azizan, & Yusr, 2019). Today’s consumers are too smart to buy their needs
through various means. But before buying their needs, they go through various
online sites and social media review about product performances and price. While
surfing this information they can able to evaluate its real value and price advantages,
since online establishment need not spend cost for showroom with staff (Ioanas, 2020).
The users review about the product performances and problems faced during are shared
in the social media now a day. The manufacturer of the product is also encouraging this
customer reviews in the social media, which helps the manufacturer to modify the
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products to meet the customers’ expectation. Now it becomes the habit of the consumers
to go through this review before buying any product.
Consumers preferred to buy the perishable goods and day to day requirements in
the local market as these products are low-cost products. Whereas for buying costly and
one time buying products they analyze the products reviews submitted by users in the
social media before buying. They also compare the brick and matter market price with
the online marketing price. Then only they are taking their buying decision
(Ramachandran, & Basariya, 2020). The research takes place in the traditional studies
about the "decision-making" consumer's typical products. There are many scientific
contributions from different disciplines, including philosophy and psychology, which
have dealt with aspects of buying behavior related to typical products. These products
convey messages relating to the area of origin (in terms of culture and environment) and
food security (including nutritional aspects).
Recently, scientific contributions based on "neurological" investigative techniques
have been developed on consumer behaviors. They have a relevant interest in the
scientific community because they can be a valid instrument to understand the cognitive
and emotional processes on "the preferences expressed". This is a new theoretical
approach known as "neuromarketing" (Usatenko, & Pashkevych, 2021). Consumer
preference is a term that refers to consumers' choices to maximize their satisfaction.
Consumers have some degree of control over the type of goods they buy, but they cannot
always choose what they want. Consumer preference is a theory that has been around for
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decades. It has been used to explain the behavior of consumers. Consumer preference can
be applied in many different ways, such as marketing, advertising, product design, etc.
The theory states that consumers are influenced by their own preferences, the preferences
of others, and the context in which they make decisions.
Consumers are also influenced by social norms and cultural values, which can be
seen as social pressure to conform to certain behaviors or beliefs (Sugden, 2018). In
economics, consumer preference is a concept that refers to the choices consumers make
to maximize their satisfaction. Consumers have some degree of control over the type of
goods they buy, but they cannot always choose what they want. Consumer preference is a
key factor in the economy. It is one of the most important factors influencing demand,
supply, and price (O'Grady, & O'Grady, 2017).
Consumer preference theory is a valuable tool for marketers to understand what
consumers want and how they react to different marketing strategies. It helps them create
effective marketing campaigns based on consumer needs and wants. Utility is a
consumer's satisfaction from consuming a good or service (Sovacool, & Hess, 2017).
Knowing consumer preference equips you to achieve guaranteed customer satisfaction,
effective marketing strategies, improved brand image, and customer loyalty (Rahman, et.
al., 2020). Paying attention to customers is key to understanding their likes and dislikes.
It may seem an uphill task to engage in all the above-mentioned activities just to
understand clients. However, the rewards are great. Firstly, you will greatly improve the
image of your organization. Secondly, you get numerous repeat sales and even referrals.
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Note that the opinion of customers matters a lot. This is because most people will rely on
their friends, relatives and colleagues to tell them the best products and service providers.
Therefore, the negative experience of a single client can send away tons of
potential clients. It is therefore important that an organization invests as much as possible
in understanding customer preferences (Savelli, et. al., 2019). Understanding customer
preferences is very important whether you are selling a product or offering a service. This
is because customers are the determiners of how successful a company becomes. After
all, where will profits come from if not your customers? Customer care is all about
sticking to the promises you make to customers.
However, you can only satisfy your customer’s needs if you get to understand
them to an extent that you can anticipate their needs and deliver beyond their
expectations (Hajli, et. al., (2020). Understanding preferences and behavior, gathering
intelligence from a variety of sources and – most of all – continuously acting upon them
is what increases revenue and loyalty. And, even as a digital marketer, don’t just look at
your data-driven marketing dashboards or the buyer personas you have created. Take the
Voice of the Customer (VoC) into account and get quantitative and qualitative output.
Get out to talk with real customers. Engage in real conversations, even giving your
customers a call now and then, sending them a mail or just asking them questions
whenever you meet them or have to chance to do so (Shin, et. al., 2018).
Customer preferences isn’t just about reacting to what the customer wants.
Anticipating a customer’s needs is as important as reacting. Knowing and understanding

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your customer’s preferences before they buy allows you to create an even stronger
experience. While knowing a customer’s preferences may help sales, you must also look
at this as a customer service opportunity by adapting to these likes, dislikes, and any
special requests a customer might have (Ahani, et. al., 2019).
Consumer demand
Consumer demand is an economic measure of a group's desire for a product or service
based on availability. It represents the buying habits of consumers and helps determine
the purchasing trends of specific populations (Wang, et. al., 2018). For businesses,
understanding demand is vital when making decisions about inventory, pricing, and
aiming for a particular profit. Consumers who have an understanding of demand can
make confident decisions about what products to buy and when to buy them (Yan, et. al.,
2018). There are two types of demand known as aggregate demand and individual
demand. Aggregate demand refers to the average or overall demand of consumers in a
market, while individual demand refers to the demand of only one consumer (Morris, &
Walley, 2022).
Consumer demand is defined as the ‘willingness and ability of consumers to
purchase a quantity of goods and services in a given period of time, or at a given point in
time’. Merely being willing to make a purchase does not constitute effective demand –
willingness must be supported by an ability to pay. In short, desire needs purchasing
power to turn it into effective demand. Purchasing power is determined by current

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consumer income (or disposable savings) in relation to the current price level (Faith,
2018). A demand arises after a customer desire something and has the ability and
willingness to buy. Lowering a price can increase demand by making the price
affordable, but the desire must already exist in the customer before you can turn that
desire into demand (Macaulay, 2020). For businesses, understanding demand is vital
when making decisions about inventory, pricing, and aiming for a particular profit.
Consumers who have an understanding of demand can make confident decisions
about what products to buy and when to buy them (Timoshenko, & Hauser, 2019).
Market factors affecting demand of consumer goods. The demand for a good increases or
decreases depending on several factors. This includes the product's price, perceived
quality, advertising spend, consumer income, consumer confidence, and changes in taste
and fashion (Alsokkar, et. al., 2023). The fundamental assumption in the theory of free
markets is that of consumer sovereignty, with consumer demand the dominant market
force. Without demand there would be no sales, or sales revenue, and no profit. The
greater the demand, the greater the incentive for entrepreneurs to enter a market, and the
higher the probability that a market will form (Towse, & Hernández, 2020).
Supply refers to the amount of goods available for purchase by consumers in the
market at any given time. Demand refers to the amount of a commodity or service that
consumers are willing and able to purchase at a specified price. The relationship between
supply and demand is indirect, meaning that when supply increases, prices decrease and
demand increases. When supply reduces, prices rise and demand goes down. The nexus
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between these two concepts derives the law of supply and demand critical to the
understanding of how a competitive market operates (Baqaee, & Farhi,2022). Even
though the focus in economics is on the relationship between the price of a product and
how much consumers are willing and able to buy, it is important to examine all of the
factors that affect the demand for a good or service (Zhou, et. al., 2019). These factors
include:
Price of the Product
There is an inverse (negative) relationship between the price of a product and the
amount of that product consumers are willing and able to buy. Consumers want to buy
more of a product at a low price and less of a product at a high price. This inverse
relationship between price and the amount consumers are willing and able to buy is often
referred to as “The Law of Demand” (Ahmed, et. al., , 2018).
The Consumer's Income
The effect that income has on the amount of a product that consumers are willing
and able to buy depends on the type of good we're talking about. For most goods, there is
a positive (direct) relationship between a consumer's income and the amount of the good
that one is willing and able to buy. In other words, for these goods when income rises the
demand for the product will increase; when income falls, the demand for the product will
decrease. We call these types of goods normal goods (Kueng, 2018). However, for some
goods the effect of a change in income is the reverse. For example, think about a low-
quality (high fat-content) ground beef. You might buy this while you are a student,
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because it is inexpensive relative to other types of meat. But if your income increases
enough, you might decide to stop buying this type of meat and instead buy leaner cuts of
ground beef, or even give up ground beef entirely in favor of beef tenderloin. If this were
the case (that as your income went up, you were willing to buy less high-fat ground beef),
there would be an inverse relationship between your income and your demand for this
type of meat (Rakotosamimanana, & De Kock, 2020). We call this type of good an
inferior good. There are two important things to keep in mind about inferior goods. They
are not necessarily low-quality goods. The term inferior (as we use it in economics) just
means that there is an inverse relationship between one's income and the demand for that
good. Also, whether a good is normal or inferior may be different from person to person.
A product may be a normal good for you, but an inferior good for another person
(Rashid, 2020). The Price of Related Goods
As with income, the effect that this has on the amount that one is willing and able
to buy depends on the type of good we're talking about. Think about two goods that are
typically consumed together. For example, bagels and cream cheese. We call these types
of goods compliments. If the price of a bagel goes up, the Law of Demand tells us that we
will be willing/able to buy fewer bagels. But if we want fewer bagels, we will also want
to use less cream cheese (since we typically use them together). Therefore, an increase in
the price of bagels means we want to purchase less cream cheese. We can summarize this
by saying that when two goods are complements, there is an inverse relationship between
the price of one good and the demand for the other good (Ostrom, & Ostrom, 2019). On
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the other hand, some goods are considered to be substitutes for one another: you don't
consume both of them together, but instead choose to consume one or the other. For
example, for some people Coke and Pepsi are substitutes (as with inferior goods, what is
a substitute good for one person may not be a substitute for another person). If the price
of Coke increases, this may make Pepsi relatively more attractive. The Law of Demand
tells us that fewer people will buy Coke; some of these people may decide to switch to
Pepsi instead, therefore increasing the amount of Pepsi that people are willing and able to
buy. We summarize this by saying that when two goods are substitutes, there is a positive
relationship between the price of one good and the demand for the other good (Pindyck,
2018).
The Tastes and Preferences of Consumers
This is a less tangible item that still can have a big impact on demand. There are
all kinds of things that can change one's tastes or preferences that cause people to want to
buy more or less of a product. For example, if a celebrity endorses a new product, this
may increase the demand for a product. On the other hand, if a new health study comes
out saying something is bad for your health, this may decrease the demand for the
product. Another example is that a person may have a higher demand for an umbrella on
a rainy day than on a sunny day (Wojciechowska-Solis, & Barska, 2021). The
Consumer's Expectations
It doesn't just matter what is currently going on - one's expectations for the future
can also affect how much of a product one is willing and able to buy. For example, if you
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hear that Apple will soon introduce a new iPod that has more memory and longer battery
life, you (and other consumers) may decide to wait to buy an iPod until the new product
comes out (Saniuk, et. al., 2020). When people decide to wait, they are decreasing the
current demand for iPods because of what they expect to happen in the future. Similarly,
if you expect the price of gasoline to go up tomorrow, you may fill up your car with gas
now. So, your demand for gas today increased because of what you expect to happen
tomorrow. This is similar to what happened after Huricane Katrina hit in the fall of 2005.
Rumors started that gas stations would run out of gas. As a result, many consumers
decided to fill up their cars (and gas cans), leading to long lines and a big increase in the
demand for gas. This was all based on the expectation of what would happen (Zang, et.
al., 2023). The Number of Consumers in the Market
As more or fewer consumers enter the market this has a direct effect on the
amount of a product that consumers (in general) are willing and able to buy. For example,
a pizza shop located near a University will have more demand and thus higher sales
during the fall and spring semesters. In the summers, when less students are taking
classes, the demand for their product will decrease because the number of consumers in
the area has significantly decreased (Mgendi, et. al., 2018).
Factors affecting consumer preferences and demand
Consumer preferences describe the reasons for the choices people make when
selecting products and services. Analyzing the factors that determine consumer
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preferences helps businesses target their products towards specific consumer groups,
develop new products and identify why some products are more successful than others
(Boz, et. al., 2020). Consumer preference is the subjective taste of individual consumers
that is measured by the satisfaction they derive from an item after they buy it. It is often
expressed through utility. The value of the items consumers buy can be compared by
measuring the utility of the items (Stampa, et. al., 2020).
Demand will be influenced by the taste and preference of the consumer positively.
If the tastes and preferences are positive then demand will be increased and vice versa
(AboElsoud, & Seireg, 2020). Begin with these three simple factors: market trends,
personal motivations and desires, and reviews. Marketers often go straight into a
consumer's personal behavior. Buyer personas and customer avatars all use desires and
motivations as a foundation. But consumers are first influenced on a cultural level (Li, et.
al., 2019). Consumer preferences allow a consumer to rank different bundles of goods
according to levels of utility, or the total satisfaction of consuming a good or service. It is
important to understand that consumer preferences are not dependent upon consumer
income or prices (Uddin, et. al., 2019).
The consumer's social situation, time factors, the reason for their purchases, and
their moods also affect their buying behavior. Your personality describes your disposition
as other people see it. Market researchers believe people buy products to enhance how
they feel about themselves (Hosta, & Zabkar, 2021). Five factors were found
considerably to influence consumer preferences in both markets, namely habit, food

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quality, product availability, the tendency to support local food, and the availability of
information and knowledge (Kumar, & Smith, 2018). A large number of factors
influence our behaviour. Kotler and Armstrong (2008) classify these as: Psychological
(motivation, perception, learning, beliefs and attitudes) Personal (age and life-cycle stage,
occupation, economic circumstances, lifestyle, personality and self concept) Social
(reference groups, family, roles and status) Cultural (culture, subculture, social class
system) (Slabá, 2019). The main social factors affecting consumer behavior are family,
roles and status. Social factors have a direct impact on the consumption and purchasing
behavior of people. Consumer behavior is an action that affects not only individuals and
societies, but also countries and national economies (Yue, et. at., 2020). The economic
factors that most affect the demand for consumer goods are employment, wages,
prices/inflation, interest rates, and consumer confidence (Tarkom, & Ujah, 2023).
Consumer tastes and preferences directly impact the demand for a business's
product or service. These preferences constantly change, which makes it challenging to
predict what they might be in the future. One recognizable divide in consumer
preferences stems from individual customers and family consumers (Alzoubi, et. al.,
2022).
Three main factors work together to predict consumer behavior: emotions, situation, and
personality: Emotions – Humans use feelings as information about objects, tasks,
products, and people. These emotions are flexible and context-specific (Cohen, et. al.,
2018).
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Changes in tastes of consumers shift the demand curve. If consumer tastes change so that
they like a product more, the demand curve shifts to the right. This is because consumers
now want to buy more of the product at all prices (Nagle, & Muller, 2018).
Eight (8) factors that influence consumer behavior the most
– Age.
It is undoubtedly an essential factor. The reaction, as a consumer, of an 18-year-
old teenager has nothing to do with that of a 68-year-old veteran. The needs are also
different. With regard to the latter, there is a curious phenomenon. At the moment we are
born, our requirements are usually very basic (food, care, etc.). As we reach adulthood
and enter into it, our life becomes more complex and with it our needs become more
complex. In recent years, however, old age brings us back to more fundamental demands,
such as those of our childhood (Mora, et. al., 2018).
– Culture.
This is another essential factor. Culture (and education as part of it) largely
determines the individual’s way of being and the decisions they make. The purchasing
attitude of a person educated in the Caucasus mountains has little to do with that of a
person trained in technological Tokyo. Their needs will also be different. It will be
something you have to bear in mind, especially if you want your products to reach a large
number of people living in different parts of the world (Shavitt, & Barnes, 2020).
– The socio-economic level.

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Some entrepreneurs, for example in the luxury goods sector, know well what we
are talking about. Nothing has anything to do with how a wealthy person buys with
someone who has difficulty making ends meet. Both the products and how to approach
one group or another will differ greatly. Some will be reached through factors such as
aesthetics and exclusivity, and for others conditions such as durability or price will be
more important. But don’t forget, everyone deserves the same respect (Daz, et. al., 2020).
– Perception.
We humans are sensory beings. We have a series of receptors (commonly known
as senses: sight, hearing, smell, taste and touch) that serve us to move around the world,
and of course to make decisions. Marketing and advertising are well aware of the
importance of perception as one of the factors influencing consumer behaviour. Concepts
such as sensory marketing, or even emotional marketing have been developing over the
last few decades on the knowledge of the influence of perceptions in making the purchase
decision. However, it is worth remembering that there are many factors that influence
people’s perception of a product or service, such as brand image, customer experience,
etc. (Aschemann-Witzel, 2018).
– Attitude.
There are needs and needs, and to each their own. It has nothing to do with buying
paper towels or having a cup of coffee with buying an anniversary present or a home.
Some purchases are routinary, almost thoughtless, as a habit, but people can spend days
or even weeks trying to decide about others. The attitude with which your potential
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customers approach your products or services will depend on what they are. Think about
this when planning what you want to offer and how you want to do it (Kim Dang, et. al.,
2018).
– Trends.
Either we like them or not, trends exist. Some people get off – to a greater or
lesser extent – their influence, while others are so convinced of their importance that they
get to call themselves “fashion-victims”. Trends are an expression of market trends, that
powerful force that every businessman would want to be able to foresee. Whatever your
sector, you’ll have to take them into account if you want to survive (Sung, & Fong,
2018).
– Personality.
It is undoubtedly the most difficult factor to differentiate. The personality of a
human being is influenced by factors such as those we have already seen (age, culture,
socio-economic level, etc.), but also by many others. Education, or life experience are
crucial. But also genetic and biological conditioning factors. It is very difficult to know in
depth the personality of human beings. Even self-knowledge is not an easy task. But there
is no doubt that personality is a determining factor when deciding on the purchasing
process. That’s why it’s so important to know your customers as well as possible (Lin, et.
al., 2019).
– Experience.
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It is undoubtedly a determining factor. People have memory, and they also use it
when they are shopping. That’s why customer experience is so important in the
purchasing process. Getting the customer to have a good memory of your products or
services is as meticulous a task as it is important. If you don’t succeed, it will be difficult
for your company to survive for a long time. If you do, they’ll be more likely to come
back to you and speak well of your business to friends, family and acquaintances (Jiang,
et. al., 2018).
Factors affecting consumer preferences and demand for chicken meat
Chicken meat is preferred to beef meat because of its cheaper prices, low fat, easy
access and easier production conditions. In 2010, the average consumption of chicken
meat in the world is 12.5 kg. The average consumption of pork is 13.5 kg, beef meat is 8
kg, sheep and goat meat are 1.6 kg. The consumption of chicken meat in the world is
95.156.000 tons.
While considering the consumption of chicken by the continents, the highest rate
is 39% in Asia, and respectively, 38% in America, 18% Europe and 5% Africa between
the years of 2008 and 2010 (Santhi, et. al., 2020). A factor that has a significant effect on
the demand for chicken meat is the family income factor. Factors in the price of chicken
meat, broiler chicken meat price, age, number of family members, education level and
taste level did not significantly affect the demand for chicken meat (Zhang, et. al., 2018).
One reason for chicken's affordability is production efficiency.

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Chicken is the most sustainable of all land-based animal proteins, demanding
fewer natural resources, like agricultural land and water, or other resources, such as
electricity and gas (Kleyn, & Ciacciariello, 2021). When purchasing meat and poultry, it's
important to use your senses of touch, smell and sight. Always make sure the meat is firm
to the touch, and check that they packaging doesn't have any tears, holes or excessive
amounts of liquid. It should also be cold to the touch and have no odor (Damaziak, et. al.,
2019). The most important factor in the purchase and subsequent consumption of meat
and meat products is the perception of quality, percentage of meat, freshness, price and
origin ().
A factor that has a significant effect on the demand for chicken meat is the family income
factor (Predanocyová, et. al., 2019).
Nutrition, harmful effects, and availability of meat products are the important
factors that influence purchasing decisions among higher income (Udomkun, et. al.,
2018). Factors associated with willingness to consume the lab-grown meat products were
positive beliefs regarding eating experience (enjoyment), safety, and animal welfare (de
Oliveira Padilha, et. al., 2022). The consumers made choices between the attributes of
Ghanaian chicken and imported chicken. Five main attributes of broiler namely taste,
price, and convenience (Asante-Addo, 2020).
Consumers are showing their demand for convenience in the choices that they
make, including which retailers they will spend their time and money with. The report
shows that 72% of consumers are “much more likely” or “significantly more likely” to
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choose a retailer based on convenience (Shirani, et. al., 2020). As a result of the analyses
made, it has been determined that organic chicken meat naturalness perception, value-
quality perception, and especially to health (Kaygisiz, et. al., 2019). Some examples of
these influences that contribute to an individual's food choices include individual factors,
such as knowledge, personal taste preference, mood, hunger level, health status, special
diet requirements, ethnicity, and personal income (Chen, & Antonelli, 2020). Demand for
health conservatives depends on the level of consumption of an individual in case of
illness; the amount of consumption can differ according to the factors affecting the
demand, such as income, service price, education, norms, social traditions, and quality
(Donthu, & Gustafsson, 2020).
A food rich in protein, chicken can help with weight management and reduce the
risk of heart disease. Chicken contains the amino acid tryptophan, which has been linked
to higher levels of serotonin (the “feel good” hormone) in our brains (Smethers, & Rolls,
2018). According to Michel Grossman, consumers have a demand for health for two
reasons: 1. Health is a consumption commodity. It makes the consumers feel better
(Elahi, 2022). Mood may affect different factors at different stages of the buying process
(Zhu, et. al., 2019). The richer the emotional content of a brand or product's mental
representation, the more likely the shopper will buy and the consumer will become a
loyal user. We all know that emotion can be communicated effectively in advertising and
that this attraction is emotional, more than it is rational (Zavadskas, et. al., 2019). “Better
Mood” Chicken contains the amino acid tryptophan, which has been linked to higher
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levels of serotonin (the “feel good” hormone) in our brains (Cabeca, 2019). Several
factors influencing food consumers' behavior for chicken meat were identified such as
health, natural content, taste preferences, food attitudes, and budget (Nemeth, et. al.,
2019). Sensory appeal was the key determinant influencing purchase intention,
consumption, and satisfaction of consumers towards convenience food (Imtiyaz, et. al.,
2021). Sensory marketing leverages all five senses to influence perceptions, memories,
and learning processes, with the aim of manipulating consumers' motivations, desires,
and behavior (Ali, & Srivastava, 2022). Several expectations, attitudes, relative benefits,
and myths play a role when consumers consider purchasing natural-hyped products such
as chicken meat (Wassenaar, et. al., 2019).
Consumers perceive organic foods as more nutritious, natural, and
environmentally friendly than non-organic or conventional foods (Gundala, & Singh,
2021).
Factors affecting consumer preferences and demand for duck meat
The Global Duck Meats market is anticipated to rise at a considerable rate during
the forecast period, between 2022 and 2028. In 2021, the market is growing at a steady
rate and with the rising adoption of strategies by key players, the market is expected to
rise over the projected horizon (Whitnall, & Pitts, 2019).
Global demand for meat is growing: over the past 50 years, meat production has
more than tripled. The world now produces more than 340 million tonnes each year. But
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the production of meat has large environmental impacts – increasing greenhouse gas
emissions, agricultural land and freshwater use (Whitton, et. al., 2021). The rise in the
global demand for duck meat can be attributed to the increase in health benefits
associated with its consumption. This rise in demand is substantiated by an expansion of
production capacities by major vendors. This increases the choices available to customers
in the market (He, et. al., 2020). The meat of native ducks is often characterized by
higher nutritional value (more protein, less fat), fibrillarity (lower muscle fiber diameter),
better sensory attributes (juiciness and tenderness, taste and aroma intensity, and
desirability) compared with commercial hybrid ducks (Kokoszyński, et. al., 2020).
Duck meat is an excellent source of protein. Protein keeps us healthy by building and
repairing our muscles, skin and blood. Duck meat is an excellent source of iron,
providing 50% of the iron we need in a day. Iron helps make healthy blood that flows
through our bodies, giving us energy and making us grow (Chae, 2022). Duck is a great,
rich, juicy, and much more flavorful alternative to chicken or turkey. While it is a fattier
meat, it is still a great dish to enjoy occasionally. Moreover, compared to other poultry
meats, it has more health benefits and is richer in vitamins and minerals (Chen, 2022).
Ducks are waterfowl, meaning their meat is covered in a thick layer of fat that
helps keep them afloat. As a result, a five-pound duck will yield fewer servings per
person than a five-pound chicken—the extra fat makes the bird heavier, but not actually
meatier (Levine, 2022). Duck meat offers consumers who are watching their diets the
best of both worlds — it can be lower in fat and cholesterol than beef or pork, but has a
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rich, hearty flavor and texture like red meat. What's more, duck is extremely versatile and
can be incorporated into a variety of cuisines (Adams, 2021).
The advantage of duck over chicken is Ducks are generally healthier, Ducks are
more cold-hardy, Ducks are more heat-tolerant, Ducks are quieter, Duck eggs are
superior to chicken eggs, Ducks lay more regularly, Ducks adhere to a far less aggressive
pecking order (Delpont, et. al., 2021). Duck is lean like chicken. Farm-raised Pekin duck
meat is lower in fat than many other proteins. In fact, duck meat has less than half the fat
of many cuts of beef and pork. And a 3-ounce boneless, skinless duck breast is leaner
than a 3-ounce portion of boneless, skinless chicken breast (Sankaralingam, & Mahanta,
2022). A 3-ounce portion of boneless, skinless duck breast is leaner and has fewer
calories than a similar portion of boneless, skinless chicken breast.
In fact, it is almost on par with turkey breast according to the USDA (Barbut, &
Leishman, 2022). It has a richer taste because it contains more fat than chicken. Duck fat
has a lower melting point than beef or pork fat and melts at 14 degrees Celsius, below
body temperature, so it melts in your mouth and tastes good even when cold (Mafruchati,
2020). For people with issues such as high cholesterol, or other diet-based restrictions,
chicken is a go-to as it's generally easy on the stomach and is a much leaner meat.
However, despite its higher fat content, duck has nutritional value. Healthy animal fat is
necessary in most diets, and duck is rich in iron and copper (Villaflores, et. al., 2019).
Duck fat contains less saturated fat and high more unsaturated fats compared to pork lard
and beef tallow, and it may confer some health benefits related to lowering blood
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cholesterol and glucose, but more research is needed (Scialabba, 2022). Duck meat isn't
tastier than chicken.
Duck meat is juicy, but it has an earthy and gamey flavor that many people don't
like. Chicken is a white meat that gets its taste from the seasonings and marinades used
on it (Kperegbeyi, et. al., 2021). Consumers prefer duck meat because of its delicate
flavor and texture, as well as its nutritional value because it has appreciable amounts of
digestible (Wang, et. al., 2021).
CHAPTER III
Research Design and Methodology
This chapter presented and contained the Research Design, Locale of the study,
Respondents of the study, Sampling Techniques and Procedure, Data gathering
instrument, Validity and Reliability of the research instrument, Data gathering procedure,
and Data analysis to meet and determine the factor influencing the consumer and demand
preferences on chicken meat and duck meat in Sipalay City.
Research Design
This study used a descriptive research design. Descriptive research was an
appropriate choice when the research aimed to identify characteristic, frequencies, trends,
and categories. Descriptive research design was usually defined as a type of quantitative
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research, though qualitative research can also be used for descriptive purposes. The
research design should be carefully developed to ensure that the results are valid and
reliable (McCombes, 2019). The research instrument used in the study is adapted from
the study of Mantsho & Hlongwane (2018) entitled, “Consumer perception and
preference between broiler and indigenous chicken meat in Limpopo Province, South
Africa” will be used to gather the data needed to satisfy the problems under study.
With the set of objectives in the study, descriptive - survey design was appropriate to be
used since the primary concern is to determine the factors that influence the consumer
demand and preferences on chicken and duck meat in Sipalay City. Consumer demand
and preferences dimension included in the study will be health, mood, convenience,
sensory appeal, natural content, price, familiarity, ethical concern.
Research Locale
This study will be conducted at seventh-teen (17) Barangay of Sipalay City, 6113,
Negros Occidental, Philippines. Sipalay City is situated in Negros Occidental about
180km south of the provincial capital Bacolod City as well as 180km north of Dumaguete
City. Sipalay is surrounded by the municipalities of Cauayan in the north, Candoni in the
east and Hinobaan in the south; to its west you can find the Sulu Sea. Sipalay is
politically subdivided in 17 barangays: Brgy. 1, Brgy. 2, Brgy. 3, Brgy. 4, Brgy. 5, Brgy.
Cabadiangan, Brgy. Camindangan, Brgy. Canturay, Brgy. Cartagena, Brgy. Cayhagan,
Brgy. Gil Montilla, Brgy. Mambaroto, Brgy. Manlucahoc, Brgy. Maricalum, Brgy.
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Nabulao, Brgy. Nauhang, and Brgy. San Jose. 5 of these barangays comprise the urban
core of the city. In 2020, Sipalay City is totally consisted of 16,858 households, the data
of number of households in Sipalay City was gathered from the office of Department of
Social Welfare and Development (DSWD) in Sipalay City.
Sampling Techniques and Procedure
The study utilized the Slovin’s Formula with 95% confidence level in determining
the adequate sample size under the study out of the 16,858 number of households of
Sipalay City. Hence, there were only 376 sample respondents drawn from the year 2020
number of household record of DSWD office of Sipalay City. Researchers divided the
376 samples respondents by 17 Barangay of Sipalay in order to get each sample
respondents per Barangay. There will be 23 households from each Barangay. Only one
respondent who are 18 above will be included in the study. Face-to-face interview
method will be used to gathered the information needed.
The study utilized convenience sampling technique. This technique was a non-
random sampling where members of the target population that meet certain practical
criteria, such as easy accessibility, geographical proximity, availability at a given time, or
the willingness to participate were included for the purpose of the study (Stratton, 2021).
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Data Gathering Instrument
The research instrument used in the study is adapted from the study of Mantsho &
Hlongwane (2018) entitled, “Consumer perception and preference between broiler and
indigenous chicken meat in Limpopo Province, South Africa”.
The instrument will be divided into Two (2) parts. Part I includes the
demographic profile of the respondents which include age, sex, marital status, address,
religion, household size, working status, place of resident, source of income, family
monthly income, and educational attainment.
Part II were statements concerning the consumer demand and preference for chicken and
duck meat in Sipalay City which was adapted from the study of Mantsho & Hlongwane
(2018). This comprises of 38-item statements from the study of Mantsho & Hlongwane
(2018) entitled, “Consumer perception and preference between broiler and indigenous
chicken meat in Limpopo Province, South Africa” which are categorized into health,
mood, convenience, sensory appeal, natural content, price, familiarity, ethical concern.
Respondents will respond by indicating their level of agreement on how
indicative the statement is for them using 5 point-numeric scale below:
Numerical Rating Verbal Interpretation

5 Strongly Agree
4 Agree
3 Neutral
2 Disagree
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1 Strongly Disagree
Validity and Reliability of the Instrument
To establish the validity of the instrument, the researchers will select three (3)
expert jurors; the first juror is a College of Agriculture and Forestry Instructor in Central
Philippines State University-Sipalay Campus. He graduated as Bachelor of Science in
Agribusiness at Central Philippines State University- Main Campus, Kabankalan City.
The second juror is a College of Agriculture and Forestry Instructor in Central
Philippines State University-Sipalay Campus. She graduated as Bachelor of Science in
Agriculture at Central Philippines State University- Sipalay Campus, Sipalaay City.
The third juror is a College of Business and Management Instructor in Central
Philippines State University-Sipalay Campus. She graduated as Bachelor of Science in
Hospitality Management in Central Philippines State University, Sipalay City.
They will validate the content of the questionnaire to ensure the kind of question
included taking into considerations its measurability and consistency.
The validity test covered the evaluation of the items used the criteria set forth by
Carter V. Good and Douglas F. Scates with interpretation using description below:
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Mean Score Rating Descriptive Rating

4.50-5.0 Excellent
3.50-4.49 Very good
2.50-3.49 Good
1.50-2.49 Need improvement
1.0-1.49 Poor
The result for the rating of the three jurors was 4.48, which means Very Good.
Thus, the instrument was Valid.
To verify the reliability of the instrument, the researchers will used the Test – Re
– Test of questionnaires among the 15 respondents of Brgy. Gil Montilla, Sipalay City.
Thus, include one-week interval between the tests with interpretation using description
below:
Cronbach’s alpha Score Rating Descriptive Rating

a ≥ 0.9 Excellent
0.9 > a ≥ 0.8 Good
0.8 > a ≥ 0.7 Acceptable
0.7 > a ≥ 0.6 Questionable
0.6 > a ≥ 0.5 Poor
0.5 ≥ a Unacceptable
Stephanie Glenn (2008). Cronbach’s alpha: simple definition, use and interpretation from
www.statistichowto.com/probobality-and-statistic/statistic-definitions/cronbachs-alpha-spss/.
The result showed test-re-test correlation with Cronbach alpha of ______ which
signify _______. This implied that the instrument was ________.

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Data Gathering Procedure
After finalizing the manuscript, the researchers will prepare a communication
letter to address to the Campus Administrator of the Central Philippines State University
to allow them to conduct of their study with the notification of the research adviser. Upon
the approval, the researcher will then prepare another letter to be addressed to each
barangay chairman or chairwoman to allow them to conduct their survey on their
barangays. After granting them the approval, the researchers will then explain to every
respondent the purpose of the study. After preparing the questionnaires the researchers
will select the respondents randomly, convened the respondents and explained to them
the purpose of the study. The researchers will not use methods that may cause physical or
psychological harm, the researchers informed participants of the purposes of the research
and its methods, participant must involve voluntary consent, participants may withdraw
from study at any time, for any reason, participants were offered information about the
results of the study, identities of participants remain confidential (if he or she pleases).
The researchers will distribute and administer the questionnaires after the
respondents had understood their instruction. The respondents will be given enough time
for answering all the items in the questionnaire before it was retrieved for tabulation and
analysis. The data will be tabulated and computed with the help of the statistician. Results
and interpretation will be presented to the expert for development, corrections, and
recommendations. These things will be considered for the improvement of the study.
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Data Treatment and Analysis
The statistical tools that will be used to analyze and interpret the data in the study
was dependent on the type of specific problem formulated. To determine the
demographic profile of the respondents in terms of age, sex, marital status, religion,
address, household size, working status, source of income, family monthly income, and
educational attainment frequency distribution and percentage count will be employed.
To determine the extent of consumer demand and preference toward chicken meat
and duck meat, mean will be used with interpretation using the descriptions next page:
Mean Score Rating Descriptive Rating

4.50-5.0 Very high
3.50-4.49 High
2.50-3.49 Moderate
1.50-2.49 Low
1.0-1.49 Very Low
To determine the significant difference on the consumer demand and preferences
when grouped according to their demographic profile, LSD and ANOVA will be used.
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Adams, E. (2021). Healthy at Last: A Plant-based Approach to Preventing and

Reversing Diabetes and Other Chronic Illnesses. Hay House, Inc.
Adamski, M., Kuzniacka, J., & Milczewska, N. (2017). Preferences of consumers for
choosing poultry meat. Pol. J. Natur. Sci, 32(2), 261-271.
Ahani, A., Nilashi, M., Yadegaridehkordi, E., Sanzogni, L., Tarik, A. R., Knox,
K., ... & Ibrahim, O. (2019). Revealing customers’ satisfaction and preferences
through online review analysis: The case of Canary Islands hotels. Journal of
Retailing and Consumer Services, 51, 331-343.
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SURVEY INSTRUMENT
Dear Respondents,
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We are currently conducting a study entitled “EXPLORING THE FACTORS

THAT INFLUENCE THE CONSUMER DEMAND AND PREFERENCE FOR
CHICKEN AND DUCK MEAT: A SURVEY BASED-STUDY”.
In this regard, may we request for your time to accomplish the questionnaire fully
and honestly. Rest assured that the data gathered from you would be treated with strict
confidentially.
Thank you very much!

The Researchers
------------------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------------------
Part I. RESPONDENTS’ PROFILE
Instruction: Please indicate your answer by checking (√) the appropriate box and
write the needed information on the space provided.
Age: 18 - 29 years old Sex: Male Female

30 - 41 years old
42 - 53 years old
54 - 65 years old
66 – 77 years old
Civil Status: Single Separated

Married Widow
Live-In
Highest Educational Attainment:

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Elementary Level High School Level College Level
Elementary Graduate High School Graduate College Graduate
RELIGION: HOUSEHOLD SIZE:
Roman Catholic 2-4
Islam 5 - 10
Iglesia ni Cristo 10 - Above
Other Christians Sect and Cult
SOURCE OF INCOME: FAMILY MONTHLY INCOME:
Salary 1000 - Below
Wages 1000 - 5000
Pension 5000 - 10000
Social grants 10000 - 15000
Remittance 15000 - Above
WORKING STATUS:
Employed
Unemployed
Self-Employed
Others
BARANGAY ADDRESS:
Barangay 1
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Barangay 2
Barangay 3
Barangay 4
Barangay 5
Cabadiangan
Camindangan
Canturay
Cartagena
Cayhagan
Gil Montilla
Mambaroto
Manlucahoc
Maricalum
Nabulao
Nauhang
San jose
Part II. CONSUMER DEMAND AND PREFERENCES FOR CHICKEN AND
DUCK MEAT
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The following statements are about the consumer demand and preferences for
chicken and duck meat. Please put a check (√) that tell us how much you agree or
disagree with each statement.
Legends: 1= Strongly Disagree

2= Disagree
3= Neutral
4=Agree
5= Strongly Agree
STATEMENT 5 4 3 2 1
Health
1. Contains a lot of vitamins and minerals.
2. Keeps me healthy.
3. It is nutritious
4. It is high in protein
5. It is good for my skin/teeth/hair/nails and etc.
6. It is high in fiber and roughage.
7. Weight control.
8. Is low in calorie.
9. Helps me control my weight.
10. Is low in fat.
Mood 5 4 3 2 1
1. Helps me cope with stress.
2. Helps me cope with life.

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3. Helps me relax.
4. Keeps me awake and alert.
5. Cheers me up.
6. Makes me feel good.
Convenience 5 4 3 2 1
1. It is easy to prepare.
2. Can be cooked very simply.
3. Takes no time to prepare.
4. Can be bought in shop close to where I live and
work.
5. Is easily available in shops and supermarkets.
Sensory Appeal 5 4 3 2 1
1. Smells nice.
2. Looks nice.
3. Has a pleasant texture.
4. Taste good.
Natural Content 5 4 3 2 1
1. Contains no additives.
2. Contains natural ingredients.
3. Contains no artificial ingredients.
Price 5 4 3 2 1
67
Sipalay Campus
1. Is not expensive.
2. Is cheap.
3. Is good value for money.
Familiarity 5 4 3 2 1
1. Is what I usually eat.
2. Is familiar in our community.
3. Is like a food I ate when I was a child.
Ethical Concerns 5 4 3 2 1
1. Comes from our own local product approved.
2. Has the country of origin clearly marked.
3. Is package in an environmentally friendly way.
4. Can be sold live or dressed.

Chicken Meat Vs Duck Meat

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Chicken Meat Vs Duck Meat

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1

Republic of the Philippines

Background of the Study

developing and emerging markets (Asante-Addo, 2020).

However, when it comes to poultry meats, chicken is a staple in most households,

in Sipalay City, to see which meat is the best choice.

consumer’s needs and expectations.

Theoretical and Conceptual Framework of the Study

representative model of the consumer’s preferences.

Much of the explanation for consumer behavior, particularly consumer choice, is

became known as revealed preference theory in an attempt to build a theory of consumer

observable behavior and that it relied on a minimal number of relatively uncontroversial

As revealed preference theory developed, three primary axioms were identified:

While the strong axiom characterizes the implications of utility maximization, it

The two most-distinguishing characteristics of revealed preference theory are as

follows: (1) it offers a theoretical framework for explaining consumer behaviour

to be consistent with utility maximization (Hands, 2014).

Based on a thorough review of prior literature and prior research findings on

Independent Variable Dependent Variable

Demographic Profile Consumer demand and

Statement of the Problem

Specifically, this study will seek to answer the following questions:

monthly income, and educational attainment?

and duck meat?

3. Is there a significant difference on the consumer demand and preferences when

grouped according to their demographic profile?

Based on the problems, the following hypothesis was considered.

1. There is no significant difference in consumer demand and preferences when

grouped according to their demographic profile.

Scope and Delimitation of the Study

dependent on the type of specific problem formulated. To determine the demographic

_________ to _________, 2023. Demographic profile characteristics of the respondents

source of income, family monthly income, and educational attainment.

Significance of the Study

results would be beneficial to the following:

chicken and duck meat.

meat in Sipalay City.

Campus is focusing on chicken and duck farming. An understanding of what is important

which is most valued.

the same objectives.

Age. It is referred on how old a person is at a particular point in time. It is defined

usually the date of collection of the data. (Ward, 2022).

Chicken Meat. It is referred to the any chicken grown specifically for

consumption as meat after processing (Kralik, et. al., 2018).

(Pandey, et. al., 2019).

Consumer. It is referred to the natural person who purchases, uses goods, or

accepts services for the purposes of daily consumption (Baudrillard, 2016).

Consumer Demand and Preference. It is referred to the consumer choices to

maximize their satisfaction (Feldmann & Hamm, 2015).

Convenience. It is referred to the consumer perceived time and effort expenditure

too much trouble and effort.

Demand. It is referred to a consumer's desire to purchase goods and services and

chicken and duck meat through survey questionnaire.

As used in this study it is a high-fat, high-protein meat rich in iron.

Educational attainment. It is referred to the highest level of education that a

person has successfully completed. Successful completion of a level of education refers

As used in this study it is the measure of the educational status of an individual.

Ethical concern. It is referred to the relating to beliefs about what is normally

right (Ghvanidze, et.al., 2016).

As used in this study it will identify the ethnicity and implementation of a

Family Monthly Income. It is referred to the combined total income received by

all members of a family before taxes (Putra, et. al., 2019).

Familiarity. It is referred to the form of remembering in which situation, event,

_ to _, 2023. Demographic profile characteristics of the respondents