Consumers Satisfaction and Perception of Thai Native Chicken (Srivijaya Naked-Neck) Meat

Abstract

The objective of this research was to study consumer satisfaction and perception of Thai native chicken (Srivijaya Naked-Neck) meat by tasting boiled chicken. And using 400 consumer questionnaires by convenience sampling. The study found that consumer satisfaction with chicken (Srivijaya Naked-Neck) meat. The overall level is at the highest level (4.345) and when considered in each aspect, it was found that the firmness while eating chicken meat received the highest satisfaction (4.557), followed by the odor of chicken (Srivijaya Naked-Neck) meat (4.447) and the flavor satisfaction of the chicken (Srivijaya NakedNeck) meat (4.390). The perception of Thai native chicken (Srivijaya Naked-Neck) found that most of the
consumers (78.25%) don’t know this breed of chickens. Only 21.75% of consumers know this breed. However, if creating perception of Thai native chicken breeds, it will be a good choice for consumers. It is
also a way to improve the quality of production as well as promoting Thai native chicken market in the future.