Household Willingness to Pay for Indigenous Chicken: A Case Study of Batticaloa Municipal Area

Abstract

Indigenous chickens are reared by many rural households in the country, but their contribution to food security at both, household and national levels is not well understood. This study aimed to analyse the household willingness to pay for indigenous chicken meat and egg in Batticaloa Municipal area of Batticaloa district. Hundred chicken consumers were taken randomly and they were interviewed at the selling site of chicken. Contingent Valuation method was used for valuation. Results revealed that despite the high price, majority of the consumers preferred indigenous chicken. Average price of indigenous chicken meat was Rs. 1050/ kg, but the consumers were willing to pay Rs. 860/ kg. And mean egg price of indigenous chicken was Rs. 25.50/eggwhereas price of layer egg was Rs. 14.50/egg. Findings of the study revealed that the consumer willingness to pay for the indigenous chicken meat was significantly and positively influenced by age and mean household income [p< 0.05]. And family size significantly and negatively (p.0.1) influenced the willingness to pay for the indigenous chicken meat. Results of the study suggest the dominance of consumer perception for indigenous chicken and wealthier and older consumers were more likely to pay for indigenous chicken. It is recommended that policy instruments should be designed to improve the awareness of households on consumption of harmless food and rearing of indigenous chicken will become as an essential source of income for resource poor families which finally enhance the food security status ofhouseholds.