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Consumers' Perception Towards Frozen Meat Products in Coimbatore City


Affiliations
1 Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, India
     

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The erosion of traditional culinary habits and the acceleration of consumer lifestyles are leading to a decrease in the time spent cooking at home in India, particularly amongst younger consumers. As a result, there is a growing demand for convenient, packaged processed meat products. This study aims at finding out the consumer perception on frozen meat products using Likert scaling technique and the problems faced by the consumers while purchasing it using Garrett's ranking technique. Purposive sampling method was employed to collect details from consumers of Coimbatore city. A structured questionnaire was used to collect primary data from consumers through fact to face interview. From the results it is concluded that the consumers perceive frozen meat products to be convenient and readily available in different quantities and the major problem faced is the high cost of those products.

Keywords

Frozen Meat Products, Consumer Perception, Likert Scaling Technique, Garrett's Ranking Technique.
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  • Consumers' Perception Towards Frozen Meat Products in Coimbatore City

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Authors

S. Sowmya
Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, India
T. Samsai
Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, India

Abstract


The erosion of traditional culinary habits and the acceleration of consumer lifestyles are leading to a decrease in the time spent cooking at home in India, particularly amongst younger consumers. As a result, there is a growing demand for convenient, packaged processed meat products. This study aims at finding out the consumer perception on frozen meat products using Likert scaling technique and the problems faced by the consumers while purchasing it using Garrett's ranking technique. Purposive sampling method was employed to collect details from consumers of Coimbatore city. A structured questionnaire was used to collect primary data from consumers through fact to face interview. From the results it is concluded that the consumers perceive frozen meat products to be convenient and readily available in different quantities and the major problem faced is the high cost of those products.

Keywords


Frozen Meat Products, Consumer Perception, Likert Scaling Technique, Garrett's Ranking Technique.

References