What is consumer preference for chicken meat product attributes in Jember Regency?: a conjoint analysis approach

Abstract The demand for chicken meat product in Jember Regency has continued to increase in the last few periods. This has an impact on consumer preferences in buying chicken meat products. Differences in consumer preferences in purchasing chicken meat products are highly dependent on the attributes of the product. The purpose of this study was to analyse consumer preferences for chicken meat product attributes in the Jember Regency. This research was conducted in Jember Regency using a sample size of 120 respondents. This research will be conducted using the conjoin model to analyze consumer preferences for chicken meat. The results showed that consumers preferred a purchase size of <1 kg, soft/chewy texture, yellowish white colour, meat that has no fat, medium-sized meat pieces, fresh flavour, breast meat, and low prices with a range between Rp. 20,000 - Rp. 30,000 per kg. In addition, the most important attributes for consumers when buying chicken meat are price (24.60%), purchasing size (19.25%), cutlet size (17.47%), and colour of meat (13.15%).