How consumers’ motivations and perceptions shape consumption of domestic products in COVID-19 era: A case of poultry meat in Ghana

This study analyzes consumers’ motivations, perceptions, and effects of COVID-19 on the consumption local chicken in Ghana. A cross-sectional survey was conducted to collect data from 400 poultry consumers. In addition descriptive analysis, an ordered regression model used analyse effect chickens. The results show that consumers consider nutritional health values, safety, taste, freshness as most important motivating factors for purchase chicken. More than one-third respondents reduced meat owing pandemic. addition, other factors, such age, income, market channels, efforts find chicken, support economy, significantly influenced frequency consumption. Based these findings, marketing strategies should focus value, taste associated with economy. Making chickens available cold stores supermarkets increases their