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Page No. : 103-111

ABSTRACT

The present study was conducted with an objective to understand the meat consumption behaviour of
consumers in India with ex-post facto research design. A pre-tested interview schedule was used for the data collection from a sample size of 494 individuals with diversified occupational background from 18 states of India. The results revealed that majority of the respondents were young (75.3%), educated up to college (80.4%) and had an annual income of more than 3 lakhs rupees per annum (36%). Most of the respondents preferred chicken (71.86%), mutton (44.33%) and fish meat (43.31%), because of the taste, nutritive value, health and eating habit. Majority of the respondents consumed meat weekly once (38.46%) or twice (35.43%) and bought meat at the time of requirement (79.15%). Fresh meat was bought by the respondents mainly from the retail shops. The price and quality of meat, cleanliness of the shop were considered while buying the meat. The quantity of meat consumed was 100-200 g per person on each occasion (49.19%). Among offal, most of the respondents prefer to eat chicken and mutton liver as they were tasty and nutritious. Majority of the respondents were familiar or tasted meat products like kabab, tandoor, sausage, and others and were also willing to buy processed meat products.

Keywords: Consumer, consumption pattern, meat, meat products.