Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

Understanding Consumer Behavior in Broiler Chicken Markets: The Influence of Price, Quality, and Word-of-Mouth Communication

Authors
Sebastianus Oktaviano Beat1, *
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: sebastianus.oktaviano@pln.co.id
Corresponding Author
Sebastianus Oktaviano Beat
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_48How to use a DOI?
Keywords
Price; Product Quality; And Word-Of-Mouth; Purchase Decision
Abstract

The study investigates the impact of price, product quality, and word-of-mouth communication on the purchasing decisions of broiler chickens at Sungguminasa Gowa Market, a traditional market in Indonesia. Using a quantitative research method, data were collected from 100 respondents who had experience buying broiler chickens, utilizing a structured questionnaire based on a 5-point Likert scale. The study applied multiple linear regression analysis to assess the influence of the independent variables (price, product quality, and word-of-mouth) on the dependent variable (purchase decision). Results indicated that all three factors significantly influence purchasing decisions, with word-of-mouth emerging as the most dominant predictor, followed by product quality and price. The adjusted R-square value was 0.695, suggesting that 69.5% of the variability in purchasing decisions is explained by these factors. The findings emphasize the importance of personal recommendations, product quality, and pricing strategies in shaping consumer behavior in traditional market settings, providing valuable insights for broiler chicken sellers aiming to enhance their marketing strategies.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_48How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

TY  - CONF
AU  - Sebastianus Oktaviano Beat
PY  - 2025
DA  - 2025/07/30
TI  - Understanding Consumer Behavior in Broiler Chicken Markets: The Influence of Price, Quality, and Word-of-Mouth Communication
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 562
EP  - 572
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_48
DO  - 10.2991/978-94-6463-758-8_48
ID  - Beat2025
ER  -