Abstract:
In recent years, frozen chicken consumption has notably grown because of changing
consumer preferences and lifestyle. This research examines consumer preferences and
buying behaviors for frozen chicken products in the Vavuniya DS Division, Vavuniya
District. It aims to understand the key factors influencing purchase decisions, and
primary barriers to consumption. The study utilized a structured pre-tested
questionnaire to gather information from 150 consumers, using the convenience
sampling method. The demographic analysis exhibited that respondents aged 26-30 are
the majority Qa.7%) and males were more prevalent (54%) than females (46%). Key
findings from the study revealed that consumers' primary rationale for purchasing
frozen chicken had to do with convenience and easy storage (32.9%o), with purchasing
from a supermarket being the first (20.8%). The frequency of consumption varied with
the majority of respondents consuming chicken products 2-3 times per week (50%).
The most prevalent barrier to purchase was lack of trust in freshness or quality of
product (34.1%) this factor existed on both ends of the buying process and indicated it
was pervasive in consumers' decision-making. Regression analysis resulted"in a strong
positive relationship between purchasing behaviors and attributes of the products
indicating these factors were significant predictors to purchasing behavior. However, a
high price (25.4%) and limited cold storage at retail shops (I5.6%) were also important
barriers to frozen poultry sales and indicate that both price and the distribution channel
infrastructure are key factors for retailers. These findings will assist other stakeholders
in the frozen poultry sector to more effectively develop tailored strategies to enhance
product appeal and market penetration. which ultimately contributes to grow and
sustain the frozen poultry sector in the region.
