The preference and consumption of chicken lovers with race as a moderator – An empirical study in Malaysia

Chicken meat is widely consumed and it is the most common and popular poultry species in the world. The preference and consumption of chicken meat have been tremendously increasing in Malaysia. About 120 respondents who took part in the study were classified into four groups namely routine chicken eaters, chicken likers, chicken lovers with a health concern and real chicken lovers based on their preference and consumption of chicken meat. It is worthwhile to mention that the taste, price, and easy to cook were statistically significant between the four groups. In addition, race moderates the relationship with Malays dominating the chicken lovers’ category. It is interesting to observe that Malays prefer chicken meat with chilies, Chinese prefer chicken meat with sauce and Indians prefer chicken meat with salad. The findings of the study are useful to the broiler plants and agencies that are responsible in selling chicken meat. Further, the results may be used as a guide to the selection of chicken meat, and also to the restaurant owners in the selection of food to be offered to their consumers.