Consumer Preferences in Purchasing Broiler Chicken Meat at Tanjung Anyar Traditional Market Mojokerto City

Abstract

This study examined consumer preferences for broiler chicken in traditional markets in Mojokerto City. The study aimed to describe consumer characteristics and analyze consumer preferences regarding broiler chicken product attributes. This qualitative study was conducted from May to June 2025 at Tanjung Anyar Traditional Market, Mojokerto City. A non-probability sampling method was used to select the study location, while 97 respondents who were randomly encountered and willing to participate were selected as the sample. Conjoint analysis was used to assess consumer preferences, while descriptive analysis was used to describe consumer characteristics. The results showed that broiler chicken consumers at Tanjung Anyar Traditional Market were predominantly women aged 31–42 years, with a high school education, employed as private-sector employees, and earning a monthly income of Rp1,600,000–Rp3,000,000. The most preferred combination of product attributes was chicken meat priced at <Rp30,000, with a reddish-white color and consisting of the breast portion. The findings are expected to help producers and traders better understand consumer needs and preferences, thereby improving the competitiveness of broiler chicken products at Tanjung Anyar Market, Mojokerto City.