Vol. 6, Issue 5, Part A (2021)

Author(s): Niha Ayman, SA Hamdani, Abdul Hai, AH Akand, Asif H Sofi, IU Sheikh and Namera Thahaby

Abstract: The present study was carried out to understand the behaviour and consumer perception towards the consumption of meat products at household level. For this 245 households from Srinagar district were selected and were surveyed. It was found that as far as the consumption of cooked meat varieties are concerned, about 49.38 percent preferred it on weekly basis and the major reason for such selective preference was habituation among majority of meat consuming households. Additionally, an average monthly expenditure on cooked meat products turned out to be greater than Rs 2250/household. On the other hand wazwan items were preferred rarely at household level and that too due to the demand of children/guests as revealed by majority of population. A very less portion of people preferred the processed/packaged meat at household level due to quality concern associated with the same. The results of the study also reveal that majority of respondents consume meat only sometimes and not regularly under commercial setup like eateries and restaurants. Nearly half portion of the selected households preferred these meat products to celebrate an occasion with monthly expenditure of Rs 501-1000 per household on the consumption of meat products under commercial setup. Thus there is need with regard to restaurants and eateries to use their marketing tools more effectively and defining new strategies, determination of consumer preferences and the factors affecting them that have great importance. The result of current study gives an idea on the future strategies need to be adopted by authorities and stalk holders to understand the felt need of consumers and ways to tackle the fluctuations in rates and irregular supply issues of meat in Srinagar, Jammu and Kashmir.

DOI: 10.22271/veterinary.2021.v6.i5a.382