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Consumption Level and Consumer Behaviour of Meat in Dhaka City

Md. Salauddin Palash
Department of Co-operation and Marketing, Bangladesh Agricultural University, Mymensingh.

S. A. Sabur
Department of Co-operation and Marketing, Bangladesh Agricultural University, Mymensingh.

Abstract/ Executive Summary:

The study was to investigate the consumption level, income elasticities and buying behaviour of meat. A purposive sampling method was used for this study. Seventy-five respondents were selected on the basis of monthly income from the study area. Monthly per capita consumption of different types of meats increased and expenditure on meat decreased with the increase of monthly income. Beef, broiler and indigenous poultry were found as a luxury item for relatively lower income groups. But for all households beef, indigenous poultry and broiler were found as a normal item. Half of the households preferred to buy meat in early morning. They preferred to buy broiler and other birds in the late morning because there was no chance to perish these products. When the price of meat rose, income group 1.11 and III reduced their consumption of meat. Fall of different types of meat price except beef they reduced their consumption of these meats. Normally households preferred to buy live broiler. Freshness was found the most important factor for purchasing meat. Fifty five percent households reduced their consumption of broiler by the effect of bird flu rumour. Beef and broiler were preferable to male person and female person respectively.

Keywords: Consumption level, Consumer behaviour, Bird flu rumour

Location: Dhaka city

Start Date: 01-03-2004

End Date: 30-03-2004

Program Area: Socio-economic and Policy

Commodity: Meat

Objectives:

To study the patterns and behaviour in meat consumption among households with different income levels from Dhaka

Methodology:

Although consumers of meat are spread all over the country, due to the limitations of times and resources, the present study was conducted among the households of Dhaka city. Dhaka city was selected because of the fact that it is the capital city of Bangladesh and has an easy access for the researcher. Also there was no study of this type conducted previously in the selected area. The data for the present study were collected during the month of March 2004.The data were collected using pre-tested, closed and structured questionnaire among literate respondents and by using interview schedules among the illiterate ones from the selected area by researcher himself. A purposive sampling method was used for this study. The respondents were selected on the basis of monthly income form the study area. Seventy five households were included in this study covering five income groups having per households income of less than Tk. 5000 (group I), above Tk 5000 (group II), above Tk 10000 (group III), above Tk. 15000 (group IV) and above Tk 20000 (group V). Average and percentage analysis were used to study the expenditure pattern and consumer behaviour. For obtaining income elasticities Linear Regression Model was used.

Source of Information: Bangladesh Journa of Animal Science, 2004, Vol-33, No-(1-2)

Article Link (Online Journal):

Funding Source:

Total Budget (Tk.) :

Achievement/Findings:

Per capita consumption of different types of meat increased with increase of income. That means per capita consumption of the member of income group V was more than the member of income group IV and so on. In the case of expenditure percentage of total income, it was reverse. For income group I, beef and broiler were luxury item and for income group III only indigenous poultry was found as a luxury item. But for all the households beef, indigenous poultry and broiler were found as a normal item, only goat meat was a luxury item except broiler and other bird. Early morning was the preferable time for purchasing meat. It indicates respondents were more conscious about the quality of meat. When the price of meat rose, income group I,II and III reduced their consumption of meat. Fall of different types of meat price except beef they reduced their consumption of these meats. Normally households preferred to buy live broiler. Broiler consumption reduced significantly in bird flu situation. Income group I increased the consumption of broiler because it was an opportunity for them to consumed more broiler meat. The factor freshness considered at first while purchasing meat. Male and female members of the households showed the highest preference for beef and broiler respectively.

Knowledge Management: Journal