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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.

KEYWORDS:

Canned chicken, value addition opportunities, market potential, consumer purchasing perceptions.

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