Abstract:
The demand for chicken meat is increases in Batticaloa district as the
chicken is the major protein source next to fish in this district However, the availability
of chicken meat is lower and the prices for meat have also increased. The major sources
of chicken meat in the market are village chicken, broiler chicken, cross-bred chicken
and processed products. Consumers believe that meat form village chicken is healthier.
This poses a particular challenge for the organization of safe marketing chains.
Consumer preferences affect the production and marketing systems for poultry
products, therefore knowledge and understanding of these preferences is required for
the design of appropriate new interventions. In this context, a survey based study was
carried out during December, 2009 to May 2010. Two hundred respondents were
randomly selected to gather information on the availability of meat and meat products,
consumer preference and consumption pattern. The sample was comprised of equal
numbers of male and female respondents having education from primary level to
graduation in Batticaloa district The results of the study revealed that the availability of
broiler meat was significantly higher (P>0.05) in urban areas (66%) while in rural areas
the availability of village chicken meat (88%) was significantly higher (P>0.05) than
broiler, cross-bred and chicken meat products. Consumers showed significantly higher
(P>0.05) preference for village chicken meat (68%) while lowest preference was for
processed products (13%). Among processed meat products the consumers showed
significantly higher (P>0.05) preference for meat balls (58%). Furthermore, the
majority of respondents (73%) liked to purchase meat up to 1kg weekly. Around 76% of
the respondents consume meat once a week. Sixty two percent of the consumers were
willing consume fish as the substituted for chicken meat and meat products than other
substitutes (mutton, beef, pork and crustacean). Farmshed was the major sales point for
meat (67%). The respondents were asked to express consumption of meat in case of
increased prices and 64% of the respondents had positive response and rest showed
negative response to this aspect From the study it was concluded that the consumer
preference of chicken meat and meat products showed the positive trend. However, low
purchasing power resulted weaker purchasing frequency in rural areas. Government
organizations should take efforts for enhance the production and marketing according to
the farmers' perception. Results will be much useful in planning the location specific
and species based poultry farming and will be beneficial to policy makers also.
Key words: Village Chicken, Broiler, Consumer Preference.
