An analysis on consumer behaviour towards meat consumption in Jammu

The present study analyses the consumers meat consumption behaviour in Jammu district of Jammu and Kashmir. After preparing the comprehensive list of meat markets operating in Jammu district, three meat markets were selected, and from each selected meat market ten retail meat shops were randomly chosen. From each randomly selected retail meat shop, a list of consumers was prepared. Out of the list four consumers were selected randomly to make a sample size of 120 consumers. Data were collected through a well structured interview schedule. The data were coded, classified, tabulated and analyzed using the software; Statistical Package for the Social Science (SPSS 16.0). The presentation of data was done to give pertinent, valid and reliable answer to the specific objectives. Frequencies, percentage, mean and standard deviation were worked out for meaningful interpretation. It was found that majority of consumers started meat consumption in early childhood and any change in the meat consumption habit was insignificant. Most of the consumers preferred chicken meat twice a week and consumption was enhanced during winter and rainy seasons while due to religious sentiments some consumers avoided consuming meat on specific days. Visual examination and fresh and disease free meat were the most prominentindicators and desired meat quality by 100% respondents. A significant proportion of respondents showed reduction in the consumption of chicken and eggs due to the fear of bird flu outbreak.