| Abstrak/Abstract |
Protein needs in the body can be met by consuming chicken eggs. Native chicken eggs were the first to be consumed and produced in Indonesia, but layer chicken eggs are more widely consumed and produced than native chicken eggs. The study aimed to determine consumer attitudes and consumer preferences towards chicken eggs and find factors that affected consumer preferences for chicken eggs. This study involved 100 respondents. Fishbein multi-attribute and conjoint analysis were used to determine consumer attitudes and consumer preferences, while binary logistic regression analysis was used to determine factors affecting preferences. The results revealed that consumers had a more positive attitude towards layer chicken eggs than native chicken eggs. The ideal characteristic of layer egg was one with large size, clean shell, dark brown shell color, and price of Rp 20,000-22,000/kg (approximately 15 eggs/kg), while the characteristics for native chicken eggs are large size, clean shell, white shell color, and a price of Rp 2,600-3,000/item. Factors that increase consumer preference for native chicken eggs are age, education, and perception that native chicken eggs are more nutritious, while the factor that increases the probability of consumer preference for layer chicken eggs is the perception of shell color. |
