Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Feb07-Article2-A Study on Chicken Consumption Pattern and Consumer Preference for Processed Chicken in Coimbatore City
- Price : 80.00
- Published on February 2, 2007
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The present study seeks to examine the opinion of 200 non-vegetarians about chicken consumption pattern and their preference for processed chicken. The respondents were selected by simple random sampling in Coimbatore city of Tamilnadu. The relevant data on demographic characteristics, weekly chicken consumption, and preference for non-vegetarian items, awareness and preference for processed chicken were collected with the help of a structured questionnaire. Majority of the respondents consume chicken once in a week and purchase 1 kg of chicken weekly, mostly from nearby chicken stalls. Most of the respondents have given the top priority to the non-vegetarian item Chicken. There is awareness about processed chicken but very few purchase it because they feel processed chicken is not fresh. The chi-square analysis shows that the personal factors of the respondents does not have a significant influence on the source of purchase, source of awareness and the reasons for purchasing processed chicken while some of the personal factors have significant influence on the quantity of chicken purchased.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.