Preferences and meat consumption pattern of consumers of Assam Livestock and Poultry Corporation, Ltd, Guwahati, Assam

Abstract

A study was undertaken to understand the preferences and consumption patterns of consumers of Assam Livestock and Poultry Corporation Ltd., Guwahati, Assam. A purposive sampling technique was employed, and data were collected randomly from 200 consumers who regularly purchased meat from ALPCO outlets. An interview schedule comprising questions related to preferred meat, meat consumption patterns, awareness of consumers regarding type of meat and hygiene was designed to obtain the desired responses from the consumers. Descriptive statistics and Garrett's ranking technique were used to analyse the primary data in order to arrive at a conclusion. Chicken was ranked first by the consumers with a score of 53.32 followed by Chevon (Garett's score of 51.14) and Pork (Garett's score of 43.06). Majority of the consumers (72.50%) had the habit of consuming meat twice in a week. With respect to adoption of various methods to assess the meat quality before purchasing, majority (57.50%) of the consumers relied on the colour of meat. As far as the reasons associated for purchase of meat and meat products from Assam Livestock and Poultry Corporation Ltd. outlets, majority (40%) stated about the cleanliness and hygiene maintained in their outlets as the primary reason for purchase. With respect to the extent of awareness regarding safety and quality of purchased meat and meat products, majority (45.00%) believed that meat handlers/butchers should wear suitable aprons, gloves, headgear wherever necessary while performing their routine works. The study highlighted the need to understand the consumers perception and purchasing behavior in order to meet the expectations of the consumers, which is the last step in the entire production process and also it will help those involved in marketing and promotion of their meat products.