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Consumer Preference of Broiler Meat Attributes in Traditional Markets

Hasanuddin Journal of Animal Science (HAJAS) · Vol. 1 No. 2 (2019) · pp. 28–36

DOI
10.20956/hajas.v1i2.9877
ISSN
2621-9190, 2621-9182
Published
2019-11-05
Publisher
Faculty of Animal Science, Hasanuddin University, Makassar, Indonesia
Language
en
License
creativecommons.org/licenses/by-nc/4.0

Abstract

Meat needs (Broilers) have increased and meat consumption is influenced by consumer preferences caused by shifting consumption patterns, and is supported by low prices compared to beef. The shift is influenced by prices, substitute goods, tastes, season, age, education, number of dependents, income, and increasing population so that preferences, and attributes that consumers consider in buying broiler meat in traditional markets need to be studied. The study used a purposive sampling method, with the criteria of the Adji Dilayas Sanggam Market, Senja Market, and the Milono Market in Berau Regency, having broiler meat traders. Determination of respondents using proportional sampling techniques, each market 12 respondents (36 respondents), meet the smallest number of traders considered to meet the minimum sample criteria. Sources of data obtained from primary data and secondary data. The results showed that broiler meat that has a golden color, clean skin, medium carcass size, physically not bruised, fresh meat, and especially the chest. Chi Square analysis showed that all attributes were significantly different (p <0.05), meaning that there were differences in preferences for the attributes of broiler meat in traditional markets. Fishbein Multiatribute Analysis proves that meat freshness, flesh color, carcass physicality, skin cleanliness, carcass size, and carcass portion are the most considered, and or not considered attributes.

Keywords

Collaboration network of the authors

7 authors · 10 co-authorship links · 1 across different organisations

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  • Mulawarman University
  • Diponegoro University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
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Co-authorOrganisationJoint articles
. SumarsonoAffiliation unknown1
. SunarsoAffiliation unknown1
Cornelius Imam SutrisnoDiponegoro University1
Suhardi SuhardiMulawarman University1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/hajas/oai, first harvested 2 Nov 2026, last seen 2 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Consumer Preference of Broiler Meat Attributes in Traditional Markets</dc:title>
	<dc:creator xml:lang="en">Mayulu, Hamdi</dc:creator>
	<dc:creator xml:lang="en">Rahman, Arif</dc:creator>
	<dc:creator xml:lang="en">Yusuf, Roosena</dc:creator>
	<dc:subject xml:lang="en">Demand</dc:subject>
	<dc:subject xml:lang="en">consumers</dc:subject>
	<dc:subject xml:lang="en">preferences</dc:subject>
	<dc:subject xml:lang="en">broilers</dc:subject>
	<dc:subject xml:lang="en">traditional market</dc:subject>
	<dc:description xml:lang="en">Meat needs (Broilers) have increased and meat consumption is influenced by consumer preferences caused by shifting consumption patterns, and is supported by low prices compared to beef.  The shift is influenced by prices, substitute goods, tastes, season, age, education, number of dependents, income, and increasing population so that preferences, and attributes that consumers consider in buying broiler meat in traditional markets need to be studied.  The study used a purposive sampling method, with the criteria of the Adji Dilayas Sanggam Market,  Senja Market, and the Milono Market in Berau Regency, having broiler meat traders.  Determination of respondents using proportional sampling techniques, each market 12 respondents (36 respondents), meet the smallest number of traders considered to meet the minimum sample criteria.  Sources of data obtained from primary data and secondary data.  The results showed that broiler meat that has a golden color, clean skin, medium carcass size, physically not bruised, fresh meat, and especially the chest.  Chi Square analysis showed that all attributes were significantly different (p &amp;lt;0.05), meaning that there were differences in preferences for the attributes of broiler meat in traditional markets.  Fishbein Multiatribute Analysis proves that meat freshness, flesh color, carcass physicality, skin cleanliness, carcass size, and carcass portion are the most considered, and or not considered attributes.</dc:description>
	<dc:publisher xml:lang="en">Faculty of Animal Science, Hasanuddin University, Makassar, Indonesia</dc:publisher>
	<dc:date>2019-11-05</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unhas.ac.id/index.php/hajas/article/view/9877</dc:identifier>
	<dc:identifier>10.20956/hajas.v1i2.9877</dc:identifier>
	<dc:source xml:lang="en">Hasanuddin Journal of Animal Science (HAJAS); Vol. 1, No. 2 (2019); 28-36</dc:source>
	<dc:source>2621-9190</dc:source>
	<dc:source>2621-9182</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/hajas/article/view/9877/5363</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2020 Hasanuddin Journal of Animal Science (HAJAS)</dc:rights>
	<dc:rights xml:lang="en">http://creativecommons.org/licenses/by-nc/4.0</dc:rights>
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