Marketing Analysis of Meat Retailing in Jammu

The rapid growth of Indian meat industry is driven by a combination of rising incomes, young and urbanization population and declining real poultry prices. The vertical integration in the meat industry and the retail boom in India are paving way to organized retailing. Although, many studies existed on meat consumption, most of them were focused on urban household. To collect the relevant information among the respondents in Jammu, the present study makes use of a descriptive type of research design. A purposive sampling procedure has been adopted for selecting sample households. To collect the data from the respondents in totally, 100 respondents were sampled from the four selected areas. In addition, 5 Retailers from four areas were also selected. For analysis of data, Garrett ranking technique and marketing cost method were used. The finding of the study revealed that among various factors responsible for making preference and consuming meat, the taste appears to be having first rank in Gandhi Nagar and Talabtillo whereas fat content the least. On the other hand nutritional value appears to be highest rank i.e., I in Gangyal and Janipur whereas price and easy availability appears to be least. While identifying the constraints faced by household and retailers the poor quality for chicken and high price for mutton appears to be the major hindrance or constraints faced by the households in four areas and on the other hand high cost of transportation appears to be major problem for retailers in Gangyal, Janipur and Gandhi Nagar. Whereas competition from other traders appears to be major problem for retailers in Talabtillo. The study depicted that marketing margin per kg is highest for mutton in Gandhi Nagar Rs. 26.00/kg and for chicken in Talabtillo Rs. 24.66/kg.