Empirical Study on Consumption Pattern of Poultry Meat in Srinagar City

Abstract

The consumption pattern of chicken has witnessed significant changes over the years, reflecting shifting preferences, dietary habits, and socioeconomic factors. With an increasing emphasis on health and wellness, consumers are opting for chicken as a healthier alternative to red meat. In India, the meat products sector witnessed remarkable growth, with the Gross Value Added (GVA) surpassing INR 3 trillion in 2021. The market is projected to expand further at a CAGR of 9.2%, reaching INR 3133.41 billion by 2028, driven by the escalating demand for protein-rich foods. Notably, the poultry business is thriving in Jammu and Kashmir, particularly in Kashmir, contributing significantly to this growth. This study delves into the consumption patterns of poultry meat among residents of Srinagar city, focusing on Groups- Government Employees, Private Employees, and Self-Employed individuals. Utilizing a stratified sampling technique, the research ensures representation from diverse employment sectors. The survey, encompassing 152 respondents, revealed that majority (67.8%) consumed poultry on weekly basis, with an average monthly household consumption of 7.20 kilograms, translating to a monthly expenditure of Rs 1052.63 on poultry. The study identified broiler chicken as the preferred type . Interestingly, demographic factors such as age, gender, marital status, and education level demonstrated no significant impact on poultry consumption, while household size, employment nature, number of earners, and income exhibited notable associations. Regarding consumer preferences, internal factor smell and freshness was found to be the most influential while among external factors, affordability had the greatest impact on consumer preference. Overall, internal factors had a higher influence on consumer preference, with a total mean rating of 3.5184, compared to external factors, with a total mean rating of 3.3509. Recognizing substantial impact of internal factors on consumer preference, processing companies should prioritize aligning products with these preferences through market research, innovation, quality assurance, and heightened consumer education.