Impact Of Bird Flu On Demand Of Chicken Meat In Faisalabad

Abstract

This paper seeks to identify the major factors affecting consumer demand for chicken meat in the context of the bird flu epidemic. Data were collected by personal interview method from the consumers of chicken meat, selected randomly from Faisalabad city. The impact of independent variables (education, age, family size, income, and dummy variable) was estimated using logit regression analysis. The highest odd ratio (1.60) was found for the dummy variable used to capture the effect of low income on consumer demand for chicken meat followed by family size (1.45), education (-0.98), income (-0.96), and age (-0.91). The study emphasizes the role of public and private regulatory authorities to take measures for controlling bird flu and rumors related to it which shake the confidence of consumers in purchasing chicken meat.