Market Opportunities for Khaw Dok Khae Crossbred Native Chicken Meat: Consumer Behavior and Sensory Quality
Keywords:
consumer behavior, crossbred native chicken, satisfaction, sensory evaluationAbstract
This research aimed to examine consumer behavior and satisfaction regarding a newly developed crossbred native chicken breed, known as “Khaw Dok Khae,” while also evaluating the sensory attributes of its meat. In addition, the study sought to propose product development strategies and identify market opportunities for Khaw Dok Khae chicken meat in line with consumer preferences. The sample consisted of 400 consumers selected through convenience sampling. Furthermore, sensory evaluations were conducted by 50 food experts selected through purposive sampling. Data were collected using questionnaires and sensory evaluation tests and were analyzed using descriptive statistics. The findings revealed that the majority of consumers (66.75%) consumed chicken meat 1–2 times per week. Most respondents also reported spending between 101–200 Thai Baht per purchase (66.75%) and typically buying approximately 1 kilogram per occasion (42.25%). Fresh markets were identified as the most preferred purchasing location, selected by 61.25% of respondents, followed by supermarkets (26.00%), chicken farms (12.00%), and other channels such as online platforms (0.75%). Preference for native chicken meat was primarily associated with its nutritional benefits, as indicated by 66% of respondents. Boiling was the most preferred cooking method, accounting for 44% of responses. However, a substantial proportion of consumers (91.50%) reported limited awareness and knowledge regarding the development of new native chicken breeds in Southern Thailand. The sensory evaluation results demonstrated a high overall level of consumer satisfaction with Khaw Dok Khae chicken meat, with a mean score of 3.63. Among the evaluated attributes, overall appearance (mean=3.92), taste (3.86), and aroma (3.68) received high ratings, whereas color (3.40) and tenderness and texture (3.32) were rated at a moderate level. These findings suggest that although Khaw Dok Khae is a newly developed crossbred native chicken breed, its meat possesses strong sensory quality potential and can serve as a valuable alternative protein source in the future. Therefore, enhancing consumer awareness and improving production quality to meet market demands are crucial for increasing the added value of crossbred native chickens and supporting strategic marketing initiatives aimed at sustainably expanding the consumer base.
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