Vol. 10, Special Issue 11 (2021)

Author(s):
Monisha K, Moghana Lavanya S, Mahendran K and Vasanthi R

Abstract:
The demand for free-range country chicken meat was found to have significantly increased over the years, especially in Tamil Nadu. In today’s scenario, there is a shift towards consumption of free-range country chicken meat due to various reasons such as health, better animal welfare, and other meat attributes such as quality and taste. The objective of the study was to understand the consumer preference towards purchase and consumption of free-range country chicken meat. Data on consumption and purchase was collected from 50 free-range country chicken meat consumers in Erode district through convenience sampling. Primary data was collected through a well-structured questionnaire and Garrett’s ranking technique was carried out to analyze the information collected. The results of the study revealed that comparatively higher price of country chicken was the major limitation for the consumers in purchasing free-range country chicken meat.