Table 4. Preferred marketing methods for new native chicken breeds (N=500)

Item Frequency (%)
χ2
Consumers who prefer broilers Consumers who prefer native chickens Total
Processed food Chicken burger 25 (10.7) 13 (11.1) 52 (10.4)
Side dishes 22 (9.4) 16 (13.7) 64 (12.8)
Chicken nuggets 35 (15.0) 21 (17.9) 73 (14.6)
Fried chicken 100 (42.9) 36 (30.8) 191 (38.2) 7.963
Canned chicken breast 29 (12.4) 14 (12.0) 61 (12.2)
Chicken skewers 22 (9.4) 16 (13.7) 54 (10.8)
Other 0 (0.0) 1 (0.9) 5 (1.0)
Distribution channel Direct sales 76 (32.6) 59 (50.4) 192 (38.4)
Retail 65 (27.9) 24 (20.5) 130 (26.0)
Wholesale 75 (32.2) 24 (20.5) 133 (26.6) 12.627*
Food service industry 16 (6.9) 10 (8.5) 44 (8.8)
Other 1 (0.4) 0 (0.0) 1 (0.2)
Cooking methods Directly slaughtering in restaurant 81 (34.8) 52 (44.4) 185 (37.0)
Sending to restaurants after slaughteringin specialty store 133 (57.1) 52 (44.4) 255 (51.0) 8.932
No preference 19 (8.2) 13 (11.1) 60 (12.0)
Market revitalization Developing varied menu 67 (28.8) 28 (23.9) 133 (26.6)
Easy accessibility 77 (33.0) 28 (23.9) 162 (32.4)
Promotion of superiority of native chicken 66 (28.3) 46 (39.3) 155 (31.0)
Assist producers 9 (3.9) 8 (6.8) 24 (4.8) 5.019
Develop diverse breeds 11 (4.7) 7 (6.0) 22 (4.4)
Other 3 (1.3) 0 (0.0) 4 (0.8)