MOBILE TELEPHONY IN CREATING AWARENESS ON MEAT HYGIENE AMONG URBAN CONSUMERS
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Date
2010-11
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SRI VENKATESWARA VETERINARY UNIVERSITY TIRUPATI - 517 502. (A.P.) INDIA
Abstract
ABSTRACT:
A combination of exploratory and experimental research designs were adopted for the present study conducted in Visakhapatnam of Andhra Pradesh. All six administrative zones were selected for the study. 20 respondents from each zone (five respondents/meat shop/zone) were selected randomly, thus making a total sample of 120 respondents. The data were collected personally with the help of an interview schedule; processed and analysed and interpreted. The salient findings of the research work are as follows. The respondents were categorised into three groups based on initial awareness on meat hygiene viz. Low Awareness ( LA) Group, Medium Awareness ( MA) Group and High Awareness ( HA) Groups. The results and discussion were presented accordingly. The respondents were sent 12 SMSs in three cycles @ one SMS per day ( 36 SMSs in similar no of days) based on the initial awareness. The post SMSs awareness was also measured and compared with the initial awareness.
Characterisation of respondents varied among the three awareness groups in decision making pattern and information seeking behaviour. But majority of the urban consumers of three groups were middle aged, educated up to either graduation / post graduation level, mostly males, belonged to Hindu religion and engaged in services with medium income (average N 16029). Majority had medium family size of 4-6 members with medium decision making pattern and mostly price concerned in decision making related to meat aspects. Decision making pattern was low in Low Awareness group and medium in Medium and High awareness groups. Medium information seeking behaviour was found in total respondents, but it was low in case of Low Awareness Group and mostly utilizing mass media sources, followed by informal and formal sources. Meat consumption profile varied between low, medium and high awareness groups. Meat purchases are mostly affected from roadside shops in case of LA group and well maintained shops in case of MA group and HA group. Chicken and mutton were available daily for all the groups, no much variation in the affordability traits except expenditure (N 1265 /month in case of LA group and N 1341 in HA group) made on meat and low affordability to purchase meat at present rates among LA group. All consume meat every week end and when guests are at home without fail, but Monday, Saturday and religious seasons and during ill health meat consumption is avoided. Religious sanctions, taboos and tradition are coming in the way of consumption of beef and pork. Season is also playing an important role in meat consumption – more consumption in winter, followed by rainy and summer. Traditional meat preferences prevailed in the study area. Urban meat consumers prefer chicken, mutton, fish due to nutritive value, taste, availability, affordability and easy cooking in case of chicken. Beef and pork were ranked low. Fresh meat outscored chilled/frozen and processed meats. The expressed reasons were taste, habituation, and assured hygiene in fresh meat and costly. Fresh value added products were preferred than ‗ready to cook‘ and ‗heat & serve‘. The reasons were taste not good, expensive, hygiene compromised and fear of adulteration. Urban consumers preferred to eat meat at home than outside. Sporadic occurrence of different symptoms was noticed after consuming unhygienic meat. Curry and fry are the preferred cooking preparations for the urban consumers.
Majority had medium awareness on meat hygiene. SMSs brought significant change in awareness levels on meat hygiene. The pre and post SMS awareness levels were significantly differing between each other at 1% level of probability. About 26% of respondents moved to high awareness group after utilization of mobile telephony.
The initial survey revealed that majority of the urban meat consumers possessed mobiles since long time and are familiar with different features. User-friendly, credible SMSs were sent in the present study and perceived as a suitable means for dissemination of technical information. Many respondents were using SMSs either frequently or occasionally. Majority were habituated for checking SMS either instantly or daily. The source of SMS was found credible, but it depends on the sender and topic also. The response pattern after sending 12 SMSs in three cycles brought significant changes in certain of the traits of SMS and mobiles. SMSs sent were perceived as useful, interesting, qualitative, less complex, few worded with no discrepancy SMSs by the respondents of the present study. SMSs were found to be suitable and desired mechanism for receiving new information. Either morning or afternoon was the right time to send the SMSs to urban consumers. Perceptible changes occurred due to mobile telephony with respect to certain general aspects, quality, handling and storage parameters of meat hygiene. The items covered under general aspects scored a change in awareness even up to the extent of 81 percent. After receiving the SMS all respondents associated meat hygiene with safety for human consumption, registering nearly 27.00 percent increase and 21 to 26 percent in other considerations like hygienic slaughter, meat inspection and better taste and quality. 12.50 to 22.50 percent change noted in the advantages of meat hygiene After receiving the SMS messages a majority of respondents considered meat hygiene as ―very essential‖ (81.67%) with 46.67 percent increase. However after the exposure to the SMS information a high percentage of urban meat consumers understood the need to check for government stamping (90.00%) and buying from a licensed meat shop (70.83%). Higher percentage of respondents seem to acknowledge the fact after the SMS information that apart from the government (100.00%) and butcher / retailer (98.33%), the livestock farmer (65.83%) and the consumer (81.67%) are also important in ensuring meat hygiene. Regarding the awareness on quality aspects, 11 to 33 percent change occurred in traits that are to be checked for meat purchases. Up to 27 percent change noticed in identifying the spoilage. 13 to 28% change was observed in the qualities of frozen meat to be checked. Awareness on handling and storage brought about 18 percent change in ideal storage of meat at home, about 17 to 27 percent change on cross contamination and up to 23 percent on thawing of meat. The highly significant results obtained with mobile text messaging can be suitably employed to cater to the information needs of the stakeholders not only regarding meat hygiene but also in various other areas of importance. The concept of community radio and Social media networks appears as a bright prospect with a potential to reach wider audience. A sustained campaign on meat hygiene involving all the concerned parties like Government bodies, Universities, extension agencies, Non Governmental organizations and meat industry can also help to enhance the awareness levels among all the stakeholders.
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