Journal of Entomology and Zoology Studies 2020; 8(2): xx-xx

E-ISSN: 2320-7078
P-ISSN: 2349-6800
www.entomoljournal.com
Poultry meat consumption patterns in Srinagar
JEZS 2020; 8(2): xx-xx
© 2020 JEZS
city of Jammu and Kashmir
Received: xx-01-2020
Accepted: xx-02-2020
Niha Ayman, SA Hamdani, Sheikh Shubeena, Asma Altaf, Sanober
Niha Ayman
M.V.Sc scholar, Division of
Rasool and AH Akand
Veterinary and Animal Husbandry
Extension, Faculty of Veterinary
Sciences and Animal Husbandry
Abstract
(SKUAST-K), Shuhama, Alestang, Poultry meat has become essential part of human diet due to its nutritional value, convenient price, its
Srinagar, Jammu and Kashmir, India acceptance to all religions and much more. Jammu and Kashmir is contributing well to the expansion of
poultry sector with large quantity of poultry meat being consumed in Kashmir. The present study was
SA Hamdani
purposively carried out in Srinagar city of Kashmir region in order to understand the consumption
Assistant Professor, Division of
Veterinary and Animal Husbandry behaviour towards poultry meat among the consumers in this district. The major findings of the study
Extension, Faculty of Veterinary reveal that majority of the households were nuclear families with most of them having business as their
Sciences and Animal Husbandry main occupation and average annual income of Rs.409665.30. Among the different poultry meat
(SKUAST-K), Shuhama, Alestang, varieties, broiler chicken was the most preferred meat type with a trend on rise of uptake for last 10
Srinagar, Jammu and Kashmir, India
years. Higher affordability turned out to be major reason for such selective preference. Layer chicken
Sheikh Shubeena was the least preferred meat among the lot and local chicken were also consumed by a lesser portion of
PhD scholar, Division of Veterinary population (45.30%). With regard to consumption of poultry meat an average monthly consumption
and Animal Husbandry Extension, turned out to be 7.06 kg per household with average monthly expenditure of Rs 1059.49 spend on
Faculty of Veterinary Sciences and
Animal Husbandry (SKUAST-K),
consumption of chicken among households. Among the various socio-economic variables family income
Shuhama, Alestang, Srinagar, Jammu was found to be most influential factor on overall consumption behaviour towards poultry meat in
and Kashmir, India Srinagar city, thus regular supply of these types of meat should be ensured to check the drastic
fluctuations in rates and their availability.
Asma Altaf
(PhD scholar, Division of Livestock
Production and Management, Faculty Keywords: Broiler, Consumption pattern, Layer, Local chicken, Poultry meat
of Veterinary Sciences and Animal
Husbandry (SKUAST-K), Shuhama,
Alestang, Srinagar, Jammu and
Introduction
Kashmir, India Agriculture in India is considered as the mainstay of majority of population and poultry sector
in agriculture segment is one of fastest growing sectors in India with an average growth rate of
Sanober Rasool
PhD scholar, Division of Veterinary
6% in egg production and 12% for broiler production per annum [1]. Moreover, poultry meat
and Animal Husbandry Extension, contributed immensely to the national economy and has become essential part of human diet
Faculty of Veterinary Sciences and because of its nutritional value given by high value proteins, essential amino-acids and low
Animal Husbandry (SKUAST-K),
Shuhama, Alestang, Srinagar, Jammu cholesterol, perceptions that poultry meat is healthier than other meat types, convenient price
and Kashmir, India and much more. Meat consumption has shifted over time from beef, veal, mutton to greater
consumption poultry due to changing tastes, costs, increase in the household income and the
AH Akand
Assistant Professor, Division of acceptance of poultry meat to all religions where pork is forbidden in Muslims and beef is
Veterinary and Animal Husbandry prohibited to Hindus [2]. India, one of largest developing country, is contributing to the
Extension, Faculty of Veterinary
Sciences and Animal Husbandry
expansion of poultry sector through its transformation from a backyard system of rearing into
(SKUAST-K), Shuhama, Alestang, a good commercial activity together with the emergence of vertically integrated poultry
Srinagar, Jammu and Kashmir, India producers that have reduced the marketing costs and increased its production [3]. With regard
to Jammu and Kashmir, it has been seen that the region spends good amount of resources on
its poultry requirements and is managing almost three-fourth of its requirements locally with
large quantity of poultry meat being consumed in Kashmir [4]. Despite the growth of poultry
meat consumption in Kashmir, there is lack of research on identifying the factors influencing
its preference and pattern of consumption. With this background, an attempt was made to
study the consumption pattern of poultry meat among the consumers in Srinagar city, the
Corresponding Author: summer capital of J&K. The main aim of the study was to help in planning of different variety
Niha Ayman of poultry-based farming with better merchandise process and helping policymakers to
M.V.Sc scholar, Division of introduce programmes so people can access good quality poultry meat at reasonable price.
Veterinary and Animal Husbandry
Extension, Faculty of Veterinary
Sciences and Animal Husbandry Materials and Methods
(SKUAST-K), Shuhama, Alestang, The present study was carried out in Srinagar district of Jammu and Kashmir through an ex-
Srinagar, Jammu and Kashmir, India
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Journal of Entomology and Zoology Studies http://www.entomoljournal.com

post facto and exploratory research design. As per Srinagar the preference of Poultry meat.
Municipal Corporation (SMC), the Srinagar city is divided
into 2 divisions (right side and left side of river Jhelum), 4 Results and discussion
zones (North, South, East, West) and 35 administrative wards. General profile of respondents
The East zone is divided into 8 wards, West zone into 8 A good majority of respondents (60.00%) who represented
wards, North into 9 wards and South into 10 wards. The the households selected for the study (Table 1) were living in
present study had been purposively carried out in all nuclear families with average family member size of 5-7.
administrative wards of Srinagar city. From each selected More or less similar results were reported by Rajgopal and
administrative ward, 7 households were randomly selected for Ajitkumar (2014) [5] in rural locality of North Kerala where
questioning. Finally, one member from each selected they observed average family size of 5.9 as compare to 5.01
household was chosen and interviewed to arrive at a sample in present study. Businesses turned out to be their main
size of 245. A well-structured interview schedule developed occupation for earning their livelihood and were having
in consultation with the experts, was used to collect data for medium annual income of Rupees 360001-650000 with an
the study. The data collected from respondents was coded, overall average income of Rs 409665.30 per annum. More or
tabulated and statistically analyzed through use of Spearman’s less similar results were reported by Rao et al., (2017) [6] in
Rank correlation for understanding the existing correlation Andhra Pradesh.
between the various pertinent socio-economic variables with

Table 1: Distribution of respondents as per their socio-economic characteristics

Zones
Socio economic variable Total=245
Zone I Zone II Zone III Zone IV
i. Family type
Joint 24 (42.86) 26 (41.27) 24 (42.86) 24 (34.29) 98 (40.00)
Nuclear 32 (57.14) 37 (58.73) 32 (57.14) 46 (65.71) 147 (60.00)
ii. Family size (in no’s)
Small (2-4) 21 (37.50) 27 (42.86) 25 (44.64) 23 (32.86) 96 (39.18)
Medium (5-7) 32 (57.14) 31(49.21) 27 (48.21) 43 (61.43) 133 (54.29)
Large (8 & above) 3 (5.36) 5 (7.94) 4 (7.14) 4 (5.71) 16 (6.53)
Mean± SD 4.94±1.60 5.06±2.01 4.94±1.66 5.07±1.03 5.01±1.64
iii. Primary family occupation
Agricultural farming 2 (3.57) 3 (4.76) 0 (0.00) 4 (5.71) 9 (3.67)
Business 29 (51.79) 31 (49.20) 28 (50.00) 21(30.00) 109 (44.49)
Govt. service 18 (32.14) 22 (34.92) 20 (35.71) 39 (55.71) 99 (40.41)
Caste occupation 4 (7.14) 4 (6.35) 5 (8.93) 2 (2.86) 15 (6.12)
Others 3 (5.36) 3 (4.76) 3 (5.36) 4 (5.71) 13 (5.31)
iv. Average annual income (Rs)
Less (up to 360000) 25 (44.64) 24 (38.10) 24 (42.86) 21 (30.00) 94 (38.37)
Moderate (360001-660000) 17 (30.36) 31 (49.21) 23 (41.07) 35 (50.00) 106 (43.27)
High (> 660000) 14 (25.00) 8 (12.70) 9 (16.07) 14 (20.00) 45 (18.38)
396952.38± 391928.57± 433714.28± 409665.30±
Mean± SD 411642.85 ± 263164.82
221419.13 250350.72 229594.29 239548.69
(Figures in parenthesis indicate percentage)

Preference for meat consumption of poultry at household major reason behind consumption of broiler. While fewer
level portions of households (7.85%) did not prefer broiler chicken
The results on consumption pattern and choice/liking of because of negative perceptions towards it on health grounds.
preference for specific kind of poultry meat variety are Regarding layer chicken, the findings reveal that it was least
presented in Table 2. In this study, preference was measured preferred meat variety as only about 11.11 percent of
on three-point continuum of highly preferred, preferred and households consumed it. The main reason towards its non-
least preferred categories and it was found that a high consumption turned out to family tradition associated with the
percentage (92.65%) of households preferred broiler chicken consumption of said meat. Similarly, about 45.30 percent of
with an average consumption frequency of once to twice in a households do not consume local chicken and blame the non-
week. The recent surge in its large-scale production through a availability of said meat from the markets as major reason
type of factory farming has led to its easy availability and behind its non- uptake. However, among the households that
affordability being associated with large scale utilization consumed layer and local chicken considered these meat types
among the households. The same is validated through results more affordable and tastier respectively.
in this study wherein the higher affordability turned out to be

Table 2: Distribution of households as per their preference for meat consumption of poultry
i. Preference for poultry meat consumption at household level
Meat types Highly preferred Preferred Least preferred Don’t consume Overall consumption
Broiler chicken (N=245) 91 (37.14) 75 (30.61) 61 (24.89) 18 (7.35) 227 (92.65)
Layer chicken (N=245) 0 (0.00) 0 (0.00) 25 (11.11) 220 (89.80) 25 (11.11)
Local chicken (N=245) 0 (0.00) 0 (0.00) 111 (45.30) 134 (54.69) 111 (45.30)
ii. Average frequency of poultry meat consumption among consuming households
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Meat types Daily- Alternate days Once-Twice in a week Once-Twice in a month Rarely
Broiler chicken (N=227) 42 (18.50) 112 (49.33) 46 (20.27) 25 (11.01)
Layer chicken (N=25) 0 (0.00) 0 (0.00) 6 (24.00) 19 (76.00)
Local chicken (N=111) 0 (0.00) 0 (0.00) 26 (23.42) 85 (76.57)
iii. Reason behind consumption of poultry meat among consuming households
Meat types Taste Habituated Affordable Nutritious Demand/ For guests
Broiler chicken (N=227) 55 (24.22) 37 (16.29) 67 (29.51) 18 (7.92) 50 (22.02)
Layer chicken (N=25) 0 (0.00) 2 (8.00) 20 (80.00) 0 (0.00) 3 (12.00)
Local chicken (N=111) 49 (41.14) 0 (0.00) 0 (0.00) 32 (28.82) 30 (27.02)
iv. Reason behind non consumption of poultry meat among non- consuming households
Meat types Taboo Family tradition Not good for health Non availability Cost
Broiler chicken (N=227) 0 (0.00) 0 (0.00) 18 (100) 0 (0.00) 0 (0.00)
Layer chicken (N=25) 34 (15.45) 95 (43.18) 49 (22.27) 42 (19.09) 0 (0.00)
Local chicken (N=111) 0 (0.00) 28 (20.89) 0 (0.00) 66 (49.25) 40 (29.85)
(Figures in parenthesis indicate percentage)

Correlation of household preference for poultry meat factor among all socio-economic variables as it affects all the
consumption with its socio-economic variables varieties of poultry meat concerned in a most significant
Under the relational study, it was noted (Table 2.1) that local manner. The findings further indicated broiler to be positively
chicken was having a highly significant negative correlation and highly correlated with income while preference for layer
with family type wherein the nuclear families have chicken as negatively and highly correlated with the income
comparatively lesser preference for this meat type. It could be of meat consuming families. Moreover, it can be suggested
due to the fact that joint families based on traditional family that any improvement in the economy of a family results in
values more ingrained in them and a cultural history in this their reduction of expense on layer and conversion of same
regard. However, the correlation of poultry meat consumption into spending on broiler.
preference with family income reveal it to be most influential

Table 2.1: Distribution of households as per the correlation of the preference for consumption of poultry meat with their socio-economic profile
Socio economic variable
Spearman’s rank correlation coefficient for household preference of different varieties
Family type Family size Occupation Income
Broiler chicken .053 .108 -.016 .301**
Layer chicken .022 -.063 .122 -.263**
Local chicken -.201** .197** -.102 -.143*
*significant at 5% level of significance
**significant at 1% level of significance

Decadal trend in consumption of poultry meat among the too, if compared with other food commodities. Thus, the
households in Srinagar consumers were asked regarding affordability of poultry meat
Respondents were enquired about the change in consumption (Table 4) to which majority (65.63% & 92.00%) of the meat
pattern of poultry meat during last 10 years and responses to consuming households perceived the purchase of broiler
this effect are presented in Table 3. The findings revealed that chicken and layer chicken respectively affordable at the
among the households there was increase in consumption of present market rates. The results are in line with the findings
broiler by a sizeable portion (67.40%) of them. On the other of Das et al., (2014) [7] and Raju and Reddy (2010) [8].
hand, most of the respondents claimed decrease in Presence of sizeable portion of medium income group
consumption of layer and local chicken. This might be due to families among the respondents in Srinagar could be one of
the fact that because of change in lifestyle, with better the reasons behind high perceived affordability of said meat
economic conditions, the overall meat consumption seems to types as these have it within their budgets. On the other hand,
be on steady rise with more increase in demand of broiler almost half (45.94%) of households that consumed local
chicken over the years. chicken feel these meat types less affordable. This might be
due to less availability of local birds that are used for
Table 3: Distribution of households as per their changes in production of meat from the markets which in turn is
consumption pattern of poultry meat during last 10 years responsible for high cost of the said meat variety and less
Change in consumption pattern affordability with regard to consumers. With regard to
Meat types Increased Decreased Remained same availability of meat of different species (Table 4) results
Broiler chicken (N=227) 153 (67.40) 12 (5.86) 62 (27.81) indicate that broiler chicken (most preferred by the
Layer chicken (N=25) 3 (12.00) 14 (56.00) 8 (32.00) households) were available all days except in winters,
Local chicken (N=111) 15 (13.51) 57 (51.35) 39 (35.1) highway blockade etc. While for rest of poultry meat type’s
(Figures in parenthesis indicate percentage) availability was perceived low among the consuming
households. This might be due to the fact that with the
Affordability and availability in consumption of poultry increase in demand of broiler chicken more emphasis is laid
meat among the households in Srinagar on maintenance of their supply in Srinagar city by stalk
Meat is a good source of protein and vitamins but it is costly holders involved in its trade.

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Journal of Entomology and Zoology Studies http://www.entomoljournal.com
Table 4: Distribution of households as per their affordability and availability of poultry meat
i. Affordability of poultry meat among consuming households
Meat types High Medium Low
Broiler chicken (N=227) 149 (65.63) 69 (30.39) 9 (3.96)
Layer chicken (N=25) 23 (92.00) 2 (8.00) 0 (0.00)
Local chicken (N=111) 4 (3.60) 51 (45.94) 56 (50.45)
ii. Availability of poultry meat among consuming households
Meat types High Medium Low
Broiler chicken (N=227) 118 (51.98) 93 (40.96) 16 (7.04)
Layer chicken (N=25) 3 (12.00) 8 (32.00) 14 (56.00)
Local chicken (N=111) 5 (4.50) 29 (26.12) 77 (69.36)
(Figures in parenthesis indicate percentage)

Quantity and expenditure on purchase of poultry meat by Research (ICMR). As far as average monthly expenditure of
households in Srinagar households on poultry meat is considered, it turned out to be
The various findings as observed in Table 5 indicate that most Rs 1059.49. High percentage (92.24%) of the families spent
(40.81%) of households purchased poultry within a range of up to Rs 2500 on its consumption which is about 10% of their
up to 5 Kg per month with an average value of 7.06 Kg/month average monthly income as depicted from Table 1. The share
which is in fact much higher than recommended 11 Kg of spending on poultry meat is again reiterates its importance
poultry meat/head/annum by Indian Council of Medical in the diet of households.

Table 5: Distribution of households as per their quantity and expenditure on purchase of poultry meat by households in Srinagar
i. Average quantity of poultry meat purchased monthly (kg)
up to 5 5.1-10 >10 Mean ±SD (kg)
100 (40.81) 66 (26.93) 79 (32.24) 7.06±5.86
Poultry meat (N=245)
ii. Average monthly expenditure on poultry meat (Rs)
up to 2500 2501-5000 >5000 Mean± SD (Rs)
226 (92.24) 19 (7.75) 0 (0.00) 1059.49±879.52
(Figures in parenthesis indicate percentage)

Conclusion 3. Mohanraj R, Manivannan L. A study on satisfaction level

It is concluded from the findings that broiler chicken was and problems faced by poultry farm owners with special
preferred by most of the households in Srinagar city when reference to Namakkal district, Tamil Nadu. International
compared to layer and local chicken. As broiler chicken is in Journal of Management, IT and Engineering. 2012;
high demand, broiler bird farming with better merchandise 2(3):132-134.
process need to be done on scientific line. When it comes to 4. Anonymous. Kashmir consumes 2.23 lakh kgs of poultry
consumption pattern of local chicken many people were for Rs 2.79cr, daily. Kashmir life, Local Newspaper,
willing to include this meat variety in their diets if made 2017.
available in the markets of Srinagar city, thus emphasis 5. Rajagopal K, Ajithkumar KJ. A study on the
should be laid by authorities to make it available in market to consumption pattern of meat in rural locality of North
suffice our protein requirements. However, availability of Kerala. The Asian Journal of Animal Science. 2014;
broiler chicken was perceived high and was affordable at 9(2):202-206.
present market rates. Further, family income of the selected 6. Rao BE, Bhaskar K, Mallika EN, Naveen Z, Gupta RSD.
households played an important role in overall poultry meat A study on consumption pattern of meat in and around
consumption behaviour among population in Srinagar city. rural locality of Gannavaram (Andhra Pradesh).
Thus regular supply of poultry meat with more concern on Chemical Science Review and Letters. 2017; 6(23):1363-
local produce should be ensured to check the drastic 1368.
fluctuations in rates and availability of chicken. 7. Das PK, Goswami A, Muzumdar D. Study on marketing
of poultry meat and egg. International Journal of
Acknowledgement Development Research. 2010; 4:1043-1044.
The author expresses their sincere gratitude to the residents of 8. Reddy MS, Raju DT. Meat consumption pattern in
Srinagar city, Jammu & Kashmir and the staff of Division of Hyderabad city. Indian Journal of Animal Research.
Veterinary and Animal Husbandry Extension, SKUAST-K for 2010; 44(4):248-253.
giving kind-cooperation during the study period.

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