Unpacking Indigenous Poultry Purchase Intention: The Effects of Health Perceptions, Naturalness, Price, and Information

Abstract

Purpose: The purpose of this paper is to analyse consumer purchase intention and behaviour of quality characteristics of chicken meat of Hosur Territorial, Tamil Nadu in India.
Methodology: An online survey by using data obtained from a questionnaire directed at 796 consumers during August to October 2025.
Findings: The investigation likewise indicated that members reacted to every one of the components because of value on the interest for chicken items in the Hosur Territorial, just as impact of amount and protein on the interest and buy for chicken items.
Research limitations: Only Hosur Territorial in India, each of which is relatively affordable and the survey was a completed with different types of employees and with respondents from a broad range of age and socio‐economic backgrounds.
Practical implications: It is a prescribed that nearby chicken makers ought to set up showcasing office who will lead advertise study and encourage them as needs be to assist them with contending with their rivals. This will guarantee buyers to build up the preference for privately created chicken. Reveals marketers' need to develop strategies with dual goals of meeting consumers' expectations, and developing positive consumer affective feelings.
Originality/value: Chicken meat consumers who prefer particular chicken parts and consume chicken meat because it is nutritious are found among the working populace, while the greatest number of consumers interested in chicken meat come from nearby Hosur Territorial, Tamil Nadu, India.