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Subject: Veterinary Gynaecology and Obstetrics × End date: 2019 × Start date: 2016 × Type: Thesis × Thesis Type: Ph.D ×
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    ThesisItemOpen Access
    DYNAMICS OF MARKET INTELLIGENCE FOR QUALITY PORK IN ASSAM
    (Assam Agricultural University, Khanapara, Guwahati, 2016-08) BORAH, BIJU; BORGOHAIN, ATUL
    Assam has a meat marketing scenario which projects a very poor self-sufficient image and so to understand the pork market; to determine the current and future needs and preference, attitude and behaviour of the consumers; and to assess changes in the business environment that may affect the size and the nature of market in future, dynamics of market Intelligence for quality pork was studied in Assam. Data were collected from a total of 400 respondents through a pre-tested, reliable and valid interview schedule. The respondents comprised of three categories: hundred pig producers, 100 pork consumers and 200 pork retailers. The result showed that the majority of the respondents were of middle age group with a medium size of families and with medium educational qualification. Except producers, a large majority of the consumers and retailers were male. Majority of the producers, consumers and retailers primary occupation was agriculture & livestock rearing, service and trade & commerce respectively and belonged to ST caste. Majority of the respondents maintained medium pig herd size and reared for fattening purpose. The average annual income from pig rearing was Rs.28135/- and from pork retailing was Rs.75656/-. The average gross income of producers, consumers and retailers were Rs.85870/-, Rs.146560/- and Rs.1013220/- respectively. The average sale price of piglet was Rs.2249/- and of pig selling price was Rs.11610/-. The processing of pork was done by 46 per cent of the producers and 18 per cent of the consumers for their own consumption. Roasted pork was the commonly found processed pork in the locality and was mostly available in the Ethnic festival shops. Storage problem, practicing in less quantity and costing related to processing were the factors which affecting the commercialization of traditional process pork. The preference of pork by the consumer was highest followed by chicken, duck, mutton/ chevon and beef. The order of overall reasons for pork preference by the respondents consumers were taste/ versatility and availability, season, affordability, habituation, nutritional value, locality and tradition. Agricultural seasons were the first factor which influenced the consumption of pork and its products. Majority of the respondents consumed pork twice a month with somewhat increase in trend of pork consumption pattern since last 5 years. An overwhelming majority of the respondents procured pork from the road side butcher by judging the freshness and quality of the pork. The order of demand for meat out of total meat markets was for pork followed by broiler, mutton/ chevon, duck and beef. The trend of demand for pork over the last five years was increase almost by double and the increase in percentage of average number of pork shops was 65.84 per cent and also expanded by 50 per cent over the last five years. There were 47 per cent and 49 per cent of pork outlets out of total daily and weekly meat market respectively. The existing potential pork customers were both tribal and non-tribal, both male and female and younger age groups and from same locality. The trend of numbers of pork consumer was increased by 50 per cent with a decreased in the trend of quantity of pork sold per retailer over the last five years. By giving quality assurance (Buzz marketing) was the main of strategy for sale promotion to achieve pork buyer concentration. The most prevailing marketing channel for producers and retailers was Producer- Retailer- Consumer. The increase in percentage of pork price in between the years 2010 to 2015 and 2005 to 2010 was 41 per cent and 76 per cent respectively and the price of pork did not vary in winter, spring and autumn but it reduced during summer and increased during monsoon and during festive seasons. From the study it was revealed that Season, festival, disease outbreak, natural calamities were the main indicators of differential quantum, price, exchange and distribution.