Investigating Value Addition Opportunities for Zambian Poultry Industry: Canned Chicken
Journal Title: Journal of Economics, Finance and Management Studies - Year 2025, Vol 8, Issue 04
Abstract
This study investigates value addition opportunities in the Zambian poultry industry, with a specific focus on the canned chicken product. The global poultry industry is well-established within the agricultural sector and plays a key role in the manufacturing sector, a trend also evident in Zambia. However, one significant challenge faced by the poultry sector in Lusaka is the failure to identify strategic opportunities for enhancing value, which threatens the industry's productivity and growth. The aim of this study was to explore food security and value addition opportunities within the Zambian poultry industry. The study’s objectives included exploring consumer perceptions of canned chicken in Zambia, determining the number of consumers willing to buy canned chicken, and identifying value addition opportunities for canned chicken. The research was guided by a pragmatist philosophy, employing an explanatory sequential mixed-method design. Quantitative data were collected through structured questionnaires administered to 290 respondents, achieving a response rate of 75.3%. Qualitative insights were obtained through in-depth interviews with 10 key informants, including poultry farmers, consumers, supermarket representatives, and technical experts, focusing on the Lilayi area in Lusaka South. The findings indicated that purchasing behavior for chicken was significantly influenced by factors such as price, quality, and availability. Among respondents, 41.38% expressed willingness to purchase canned chicken, while an equal percentage indicated reluctance, and 17.24% remained undecided. This underscores the need for targeted awareness campaigns to address skepticism and generate interest. Frequent chicken consumers and regular supermarket shoppers exhibited a higher level of familiarity with and interest in canned chicken products. Price sensitivity emerged as a critical determinant, with most respondents favoring a price range of K20–K39 for a 500g can. These findings offer actionable insights for policymakers, industry stakeholders, and marketers seeking to promote the adoption of value-added poultry products, thereby enhancing industrial growth and consumer satisfaction. The findings align with Akinmoladun et al. (2021), who highlighted the importance of consumer preferences for convenience foods in sub-Saharan Africa. The study recommends that manufacturers focus on affordable pricing, potentially through smaller packaging or bundles, and implement educational campaigns highlighting convenience, nutrition, and cost-effectiveness. Future research should examine consumer perceptions of value-added products, market feasibility in rural areas, and the effectiveness of targeted marketing strategies to drive product acceptance.
Authors and Affiliations
Monica Mwiche Musonda , Richard Mwale Kasongo,
Keywords
Related Articles
- EP ID EP764973
- DOI 10.47191/jefms/v8-i4-36
- Views 13
- Downloads 0
Empirical Analysis of Cost Management and Profitability of Manufacturing Companies in Nigeria
Cost management plays a crucial role in determining the profitability and sustainability of manufacturing firms. The purpose of this research is to analyse the relationship between cost management and the bottom line of...
Stock Market Trading through Mobile Application: An Analysis of Reaction to COVID-19
This article aims to assess the need for a stock market mobile trading application in a developing country's capital market, such as Bangladesh's, where stock markets have been closed for more than two months during the...
The Impact of Video Marketing on Social Media Platforms on the Millennial's Purchasing Intention toward Electric Vehicles
Thailand’s market for electronic vehicles has experienced a tremendous growth especially with the rising number of environmentally conscious consumers, as well as the innovation-driven automobile industry of Thailand. On...
Determinant Factors Effect of the Indonesia’s Banking Sector Share Prices in 2005 QII - 2019 QIV Period
This study aims to determine the effect of interest rates, money supply, inflation, exchange rates, and return on assets (ROA) on stock prices in the banking sector for the 2005 QII – 2019 QIV period. The data used are q...
The Effect of Board Size, Board Independence, Board Diversity and CSR Committee on Sustainability Reporting
This research aims to examine the effect of board size, board independence, board diversity, and CSR committee on sustainability reporting. The population o this study Is listed companies in Indonesia Stock Exchange. Sam...