Vol. 10, Special Issue 12 (2025)

Author(s): C Ramakrishnan, P Gokulakrishnan, P Satheeshkumar and M Sutha

Abstract: A clear understanding of meat consumption behaviour is essential for planning sustainable livestock production, ensuring nutritional security, and developing efficient market interventions. The present study investigated the socio-demographic profile, meat consumption patterns, preference ranking, purchasing behaviour, and quality perceptions of households in Dindigul district of Tamil Nadu. A cross-sectional survey was conducted among 100 randomly selected respondents using a pre-tested structured questionnaire. Data were analysed using descriptive statistics and expressed as frequencies and percentages. The results revealedthat the majority of respondents were male (86%), belonged to the economically productive age group below 40 years (74%), and had attained degree-level education (70%). Nuclear families predominated (65%), reflecting changing household structures. Non-vegetarian food habits were highly prevalent (94%), with regular meat consumption being common; Nearly 88% of respondents consumed meat at least once per week. Chevon emerged as the most preferred meat (38%), followed by native chicken (19%) and broiler chicken (12 %), highlighting strong taste preferences and cultural acceptability. Traditional marketing channels dominated meat procurement, with retail shops and slaughterhouses being equally preferred (48% each). Fresh meat was overwhelmingly favoured (86%), whereas consumption of processed meat remained negligible. Notably, a substantial proportion of respondents (63%) expressed willingness to pay a premium for lean meat, indicating growing health consciousness and scope for quality-based meat marketing. Overall, the findings demonstrate that meat consumption behaviour in Dindigul district is strongly shaped by socio-demographic factors, cultural preferences, and emerging quality awareness, offering important implications for livestock development strategies, hygienic meat marketing, and consumer-oriented policy interventions.

DOI: 10.22271/veterinary.2025.v10.i12Sc.2889