PREFERENCES AND PERCEIVED EFFECTIVENESS OF VALUE-ADDED STRATEGIES AMONG PORK CONSUMERS IN MAKURDI IN BENUE STATE, NIGERIA
Publication Type: Journal Article.
Publication Year: 2026
Author(s): Ugwu, Jennifer N.
Journal Name: (IJAEMD)
ABSTRACT
Value addition strategies and consumer preferences for pork products were examined. The objectives include consumer preferences across different pork prices, types of pork products preferred, and the perceived effectiveness of value-addition strategies employed in marketing pork. Data were collected from 90 respondents using a structured questionnaire. Data analysis was carried out using descriptive statistics and arc price elasticity. The findings show that about 75% of consumers demand more pork products at ₦200 and ₦300. The own-price elasticity was negative and consistent with demand theory. The most preferred value-added product is peppered pork (43%). The perceived effective value-addition strategies focus on product quality, customer service, pricing and discount strategies, and consumer feedback mechanisms, with a mean value ≥ 3, while brand visibility and promotional activities were perceived as ineffective with a low mean value (<3). The study concludes that consumer preferences are influenced mainly by the quality of pork products. The study recommends that marketers focus on improving product quality and consumer-oriented strategies to enhance market performance.
Keywords: Arc elasticity, Pork products, Price elasticity, Value addition, Marketing, Strategies, Consumer preference.