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A Study on Consumer Preferences Towards Duck Meat in Mymensingh City of Bangladesh

Tasnim Haque
Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh - 2202, Bangladesh

Nazia Tabassum
Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh - 2202, Bangladesh

Ismail Hossain
Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh - 2202, Bangladesh

Nur-E-Abir Sowrove
Department of Agribusiness and Marketing, Bangladesh Agricultural University, Mymensingh - 2202, Bangladesh

Abstract/ Executive Summary:

This paper examined the consumer preferences of duck meat in Mymensingh city of Bangladesh. The aim of the study was to find out how much people like or dislike to consume duck meat and what amount do they consume. Purposive sampling technique was carried out among 80 consumers of duck meat. A five-point Likert scale was used to measure consumers attitudes towards duck meat and Discriminative Power (DP) value was computed to find out the lowest and the highest variability of responses. Nearly no study related to the preferences of duck meat consumption was conducted before in the selected study area. The findings of this study revealed that 63.75% consumers disfavored duck meat and 30% consumers favored it. Results indicated that the majority of the consumers strongly agreed that dressing slaughtered duck is complex and duck meat is nutritious and delicious. The highest variability in consumers responses was to statement, “duck meat can be used in any occasion. And the lowest variability of responses was to the statement that, “duck meat is very fatty” as almost all the respondents agreed. Therefore, it can be concluded that consumers showed unfavorable attitudes towards duck meat consumption. The reason behind this disfavoring attitudes were allergy, asthma and seasonal pattern of duck meat consumption. This means that the respondents showed differentiated response, when they were responding on the statement that duck meat can be used in any occasion while the respondents were somewhat in differentiated while they were responding that the duck meat is very fatty. Traditionally duck is consumed in winter season in Bangladesh. That’s why, the year-round consumer preferences including warmer seasons resulted in lower total year-round preferences.

Keywords: Consumer, Consumption pattern, Duck, Meat, Preference

Location: Mymensingh city of Bangladesh.

Start Date: 00-08-2019

End Date: 00-09-2019

Program Area: Socio-economic and Policy

Commodity: Duck

Objectives:

To evaluate the demand and supply of duck meat on the basis of consumer preferences for producers and market policy makers.

Methodology:

Selection of the study area- Mymensingh city area was purposively selected for the study as it is a city with growing demand and huge potentials for duck meat. The selected samples consisted of 80 duck meat consumers. The primary data for the study were collected during the month of August and September, 2019 through face to face interview schedule. Methods of data collection- Necessary data had been collected by the researcher herself by using questionnaire. In addition, the researcher also collected data through several previous research works, web information, several journals and magazines. Before beginning the interview, each respondent was given a brief description about the purpose of the study. Then the questions were asked with a simple manner with explanation of each question. MS Excel was used for data analysis. Finally, required numbers of tables had been prepared and results were obtained by using various statistical techniques (Keppel and Zedeck (1989). Analytical techniques- Descriptive statistics like frequency, percentage and mean, ranking etc. were used to determine the different attributes. Five -point Likert scale was applied to measure the consumer’s attitudes towards duck meat consumption. To apply the Likert scale, a series of items have been taken that expressed a wide range of attitudes, from extremely positive to extremely negative. Each item calls for checking one of five fixed alternative expressions such as "strongly agree”, “agree” “neutral", "disagree" and "strongly disagree". In this five-point continuum, weights of 5,4,3,2,1 for favorable items to duck meat consumption and 1,2,3,4,5 for unfavorable items to duck meat consumption were assigned. The direction of weighting being determined by the favorableness or un-favorableness of the scale items used in the frame. After that a total score for each respondent is calculated by summing the value of each item that checked. Item analysis has been done to select the item for final scale. With item analysis, each item is subjected for the analysis and measurement of its ability to separate the highs from the low, this is called the discriminative power (DP) of item (Nachmias and Nachmias, 1992). Discriminative power is calculated by following formula: DP = Q₁-Q_3; The DP value was computed for each of the scale items and those with the largest DP values are the items that best determinate among individuals expressing deferring attitudes toward the measured attitudes. In calculating the DP, sum the scored items for each respondent and place the scores in an array, usually from lowest to highest. Next, compare the range above the upper quartile (Q) with that below the lower quartile (Q), and the DP value is calculated as the difference between the weighted means of the scores above Q and of those that fall below Q consumers' expression was checked for twelve scale items.

Source of Information: Archives of Agriculture and Environmental Science 5(4): 511-516 (2020)

Article Link (Online Journal): https://doi.org/10.26832/24566632.2020.0504012

Funding Source:

Budget:

Total Budget (Tk.) :

Achievement/Findings:

As government is looking for ways to meet up the national requirement of meat consumption, the results of this study provided some relatively new information about consumer’s preferences on duck meat consumption which will able the government to take proper policy actions. The findings of the study revealed that men are the main earning member of the family males are responsible for buying meat. So if they prefer duck more, they will buy more duck meat. There were female respondents also who took decision about family food consumption. But the percentage is higher for the male and that most of the consumers responded that “Duck meat is nutritious and delicious”, “Duck meat is high on cholesterol” and “Dressing slaughtered duck is complex”. Moreover, highest variability in consumer’s responses were towards the statement, “Duck meat can be used in any occasion” and Lowest variability of response was towards the statement, “Duck meat is very fatty” as almost all the respondents agreed with the statement. Most of the respondents thought duck meat was tasty ,has an attractive color, possesses great aroma when cooked and its texture is splendid. In the study duck had a seasonality of consumption as average consumption as average consumption was three times higher in winter than in summer. From the study it was also found that 63.75% consumer disfavored duck meat and 30% consumer favored it. The researcher suggested that this disfavoring attitude did not mean people dislike duck meat. It is apparent that majority of the respondents agreed with some negative statements like, duck is expensive, dressing slaughtered duck is complex, duck meat is very fatty, duck meat is time consuming to cook and duck meat is high on cholesterol. The study found the clearly seasonality in consumption pattern of duck meat. People usually like to consume more duck meat in winter season and avoid duck meat consumption in summer, as duck meat consumption makes people feel hot and sweaty for its high cholesterol composition. However, as this study investigated people’s overall preference throughout the year, the results also represented yearly preference. The study also provided some suggestions to the consumers for their disfavored attitude on duck meat consumption.

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