A Study on Consumer Perception for Frozen Value-added Poultry Meat Products in Dhaka City

Abstract

Due to the strong demand for frozen and ready-to-cook foods among urban residents, the business for these foods in Bangladesh has recently experienced rapid growth. The rise in women's employment and the general increase in purchasing power can both be related to the rise in demand for these processed goods. The purpose of this study is to discover the variables that affect how residents of Dhaka city perceive frozen and ready-to-cook poultry items. A survey was conducted on 75 consumers from five areas (Uttara, Mirpur, Mohammadpur, Mogbazar and Zatrabari) of Dhaka city (15 consumers from each area) using a structured questionnaire. This research revealed that middle-aged women with college degrees may be more inclined than younger or older persons to take part in the decision to purchase food for the household. The majority of respondents lived in four-person households with two children. About 52% of consumers had a medium income, while 49% worked in the private sector. Muslims represented the majority of the respondents, and none of them experienced any health problems. Fried chicken was the consumers' favorite chicken dish, and spring rolls came in second. The majority of survey participants often purchased chicken from nearby stores, primarily for their children. Taste was the main motivation for purchasing chicken products. Income was the key deciding element in the purchase, while price was the main factor in the selection of chicken products. The brand that was most well-liked was CP. According to this study, the elements influencing choosing poultry products should be emphasized by policymakers in order to increase the demand for processed frozen and ready-to-cook poultry products among Bangladeshi city dwellers.