Consumer Choice Analysis of Imported and Locally Produced Chicken Products: Evidence from Ghana.

An understanding of why a person makes purchasing is very important in the marketing process of those consumers located at Kumasi metropolis. The paper investigated into consumer choice analysis of imported and locally produced chicken in Kumasi metropolis. Of which convenience sampling was used to select the sample size of three hundred and fifty (350) respondents to answer the questionnaires. The study revealed that influence of price on purchasing decision was high. Also issues of quality had poor influence in the purchasing decision of chicken products thus accounting for the higher rate of neutrality of respondents view in that regard. In addition, the study showed that participants responded to all the elements on the influence of quality on the demand for chicken products in the Kumasi metropolis, as well as influence of quantity on the demand and purchase for chicken products. The recommendations are based on the weaknesses identified in the study: effect of price, quality and quantity. It is believed that the recommendations such as ensuring effective competitive price for locally produced chicken by providing adequate and readily funding for farmers. Also, improving the packaging of the locally produce chicken to be at par with an international standard. These will help to improve the bottlenecks associated with the production of locally produced chicken. Key words: Consumer; Purchasing; Behaviour; Decision makin