The preference and consumption of chicken lovers with race as a moderator “ An empirical study in Malaysia

Jayaraman K., . and Munira H., . and Dababrata Chowdhury, . and Iranmanesh M., . The preference and consumption of chicken lovers with race as a moderator “ An empirical study in Malaysia. pp. 165-174. ISSN 22317546

Chicken meat is widely consumed and it is the most common and popular poultry species in the world. The preference and consumption of chicken meat have been tremendously increasing in Malaysia. About 120 respondents who took part in the study were classified into four groups namely routine chicken eaters chicken likers chicken lovers with a health concern and real chicken lovers based on their preference and consumption of chicken meat. It is worthwhile to mention that the taste price and easy to cook were statistically significant between the four groups. In addition race moderates the relationship with Malays dominating the chicken lovers category. It is interesting to observe that Malays prefer chicken meat with chilies Chinese prefer chicken meat with sauce and Indians prefer chicken meat with salad. The findings of the study are useful to the broiler plants and agencies that are responsible in selling chicken meat. Further the results may be used as a guide to the selection of chicken meat and also to the restaurant owners in the selection of food to be offered to their consumers.

Full text available from: Official URL: http://ifrj.upm.edu.my/20%20(01)%202013/22%20IFRJ%...

Abstract

Chicken meat is widely consumed and it is the most common and popular poultry species in the world. The preference and consumption of chicken meat have been tremendously increasing in Malaysia. About 120 respondents who took part in the study were classified into four groups namely routine chicken eaters chicken likers chicken lovers with a health concern and real chicken lovers based on their preference and consumption of chicken meat. It is worthwhile to mention that the taste price and easy to cook were statistically significant between the four groups. In addition race moderates the relationship with Malays dominating the chicken lovers category. It is interesting to observe that Malays prefer chicken meat with chilies Chinese prefer chicken meat with sauce and Indians prefer chicken meat with salad. The findings of the study are useful to the broiler plants and agencies that are responsible in selling chicken meat. Further the results may be used as a guide to the selection of chicken meat and also to the restaurant owners in the selection of food to be offered to their consumers.

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Item Type:	Article
AGROVOC Term:	Chicken meat
AGROVOC Term:	Poultry
AGROVOC Term:	Health
AGROVOC Term:	Chickens
Geographical Term:	Malaysia
Depositing User:	Ms. Suzila Mohamad Kasim
Last Modified:	26 Apr 2025 15:10
URI:	http://webagris.upm.edu.my/id/eprint/21601

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