HomePhilippine Journal of Veterinary and Animal Sciencesvol. 35 no. 2 (2009)

Implications Of Product Attributes And Consumer Perception On Product Positioning Of Native Chicken In Laguna

Maria Theresa S. Medialdia | Rectorino P. Escobin Jr. | Edna Luisa A. Matienzo

Discipline: Agriculture, Animal Science



The study was conducted to evaluate the potential of commercializing native chicken meat and get an insight on how it will be positioned in the market to become competitive. Using a combination of focused group discussion and formal survey, the hierarchy of chicken meat attributes in consumers’ purchasing decision was established. These are flavor, price, tenderness, juiciness, color, and suitability to various meat dishes. Using the “after-consumption” positioning technique called the differentiated importance rating, flavor was identified as the most significant attribute for product positioning of native chicken in the market. The results also confirmed the consumers’ preference for native chicken over commercial broilers.