Abstract:
Indigenous chickens are reared by many rural households in the country, but their contribution to food
security at both, household and national levels is not well understood. This study aimed to analyse the
household willingness to pay for indigenous chicken meat and egg in Batticaloa Municipal area of
Batticaloa district. Hundred chicken consumers were taken randomly and they were interviewed at the
selling site of chicken. Contingent Valuation method was used for valuation. Results revealed that despite
the high price, majority of the consumers preferred indigenous chicken. Average price of indigenous
chicken meat was Rs. 1050/ kg, but the consumers were willing to pay Rs. 860/ kg. And mean egg price of
indigenous chicken was Rs. 25.50/eggwhereas price of layer egg was Rs. 14.50/egg. Findings of the study
revealed that the consumer willingness to pay for the indigenous chicken meat was significantly and
positively influenced by age and mean household income [p< 0.05]. And family size significantly and
negatively (p.0.1) influenced the willingness to pay for the indigenous chicken meat. Results of the study
suggest the dominance of consumer perception for indigenous chicken and wealthier and older
consumers were more likely to pay for indigenous chicken. It is recommended that policy instruments
should be designed to improve the awareness of households on consumption of harmless food and rearing
of indigenous chicken will become as an essential source of income for resource poor families which
finally enhance the food security status ofhouseholds.
