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¹ Recep Tayyip Erdogan University, Findikli School of Applied Sciences, 53700 Findikli/Rize, Turkey DOI : 10.34233/jpr.581594 - Chicken meat, although it is a source of protein as well as offering vitamins and minerals to the body, is an important food source with low saturated fatty acids and cholesterol. It is seen that the prices of other protein sources such as red meat have increased so much that it directs the consumer to chicken meat which is an important alternative product. Turkey has an important position in terms of chicken production, consumption and exports in the world. Consumer preferences can guide the development of supply chain and determination of competition strategies in the sector where the competition is intensely felt. The aim of this study is to determine the priorities of attributes which are effective on the preferences of consumers in chicken meat consumption. The attributes and their levels of the research were obtained through literature research and in-depth interviews with retailers. For this purpose, six basic attributes and various levels were defined for the research. Attributes and levels are classified as follows. Branding (Branded product, Unbranded product), Production Method (Organic, Classic), Product Processing Method (No additives / preservatives, all natural ingredients), Certification (ISO 9001 / TSE Certificate, No Certificate), Retail Price (High, Low). The data were obtained through surveys with 188 university students who were selected by means of convenience sampling method. Conjoint approach was used in the design and analysis of the data and SPSS v23 statistical program was preferred for calculations. According to the results obtained, quality certificate ownership was found to be the highest priority in chicken meat preference beyond low price perception. Keywords : Chicken attributes Consumer Preference Conjoint Analysis Chicken meat Branding