MARKETING MANAGEMENT OF POULTRY PRODUCTS - A CASE STUDY ON IMPACT OF BIRD FLU IN DHARWAD DISTRICT

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TH-8379.pdf (5.9 MB)
Date
2005
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UNIVERSITY OF AGRICULTURAL SCIENCES GKVK, DHARWAD
Abstract
"Animal product are the traditional sources of food products consumed by peoples since pre-historic times. They provide essential aminoacids, minerals, fats and vitamins. The spread of avian influenza in chickens across neighbouring countries has drastically reduced the .consumption of poultry eggs and meat in the country. In this context, the present study was conducted in Dharwad-Hubli twin cities during the year 2003-04. The necessary primary data was collected from the individual and bulk consumers and the various market intermediaries. The overall consumption of chicken and egg during bird flu was decreased as compared to before bird flu. In case of individual consumers chicken consumption during bird flu was decreased to 68.67 per cent and 39.74 per cent in eggs as compared to before bird flu. In case of bulk consumers chicken consumption during bird flu was decreased to 54.66 per cent and 8.33 per cent in eggs as compared to before bird flu. The overall reduction in the consumption was mainly due to the fear. The similar impact was observed on sale and purchase by the market intermediaries due to lower demand during the period. The source of information about bird flu was from the mass media communications. About 68.33 per cent of the individual consumer and 60 per cent of bulk consumer gathered the bird flu information through mass media like TV, Radio, Newspapers etc., Most of the consumers (76.66 %) shifted their consumption to other products like mutton (46.66%), beef (40 %) and fish (21.66%) during bird flu and about 20 per cent of the consumers prefer to purchase chicken and eggs from hygienic sources and the impact is over come by giving awareness programmes about bird flu for farmers, consumers as well as market intermediaries."
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No. of references 42
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http://krishikosh.egranth.ac.in/handle/1/5810114377
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