Market Acceptability Study of Vacuum-fried Chicken (Gallus gallus domesticus L.) “Isaw”

Chicken “isaw”is a traditional food in the market that has been widely accepted by the low-income segment of the Filipino populace. Chicken “isaw” was developed into a more hygienic product through vacuum frying to improve its quality, shelf life, and marketability. Market acceptability assessment of the improved product was done by involving both consumers and non-consumers of chicken “isaw.” Results of which showed that 93% of non-consumers were aware about the traditional chicken “isaw” but were not buying or consuming the product due to perceptions that the product is unsafe, unhygienic, and unpalatable. Results also showed that consumers purchased the product due to its affordability, availability, and palatable taste. The product was purchased weekly by a little less than 50% of the consumers, buying 4 to 6 pieces. Results revealed that all the consumer and non-consumer respondents were not aware of the improved chicken “isaw.” However, 90% of consumers and 52% of non-consumers were willing to purchase the product. Moreover, 87% of consumers and 100% of non-consumers preferred vacuum fried chicken “isaw” compared to the conventionally fried one. Suggestions regarding the marketing mix strategies include: a.) offering the product in variants of different flavors; b.) improvement of color and texture; c.) development of appropriate packaging; d.) offering the product in small affordable packs, and; e.) making the product available in food courts, supermarkets, and canteens. In addition, product promotion in radio stations, social media, as well as other online sites and giving free samples, fliers, and posters were also suggested.