Data were collected via a survey of patrons of farmers' markets in Kentucky to determine consumer perceptions of chicken products. A conjoint experiment was included in the survey that elicited respondent preferences for different chicken product attributes. Results showed that a majority of consumers were willing to buy chickens in farmers' markets, with strong preference towards chicken breast quarters and whole-dressed birds. Certified organic chickens were more popular among Caucasian consumers. Conjoint analysis results indicated that product price and form were more important to consumers than the product's origin or whether or not the chickens were organic.
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Vol. 70 • No. 2