Exploring the dynamics of women consumer preference, attitude and behaviour towards meat and meat products consumption in India

Urbanisation and changing food habits in India have resulted in a shift in consumption from cereals to protein-based foods. Women play a major role in India in all activities related to food at household and therefore, the current paper reports the findings of the qualitative work conducted to understand women consumers' preference and perception towards meat and its attributes as a function of their awareness. The study collected the responses from 510 women residents of Metropolitan city of Bengaluru, India using questionnaires directly by face-to-face interviews and generated data on preference for fresh meat, purchase habits, value added meat products consumption, awareness about meat quality, and future expectations about meat sector. Findings from the current study indicate that, chicken is the most preferred meat (41.76%) while beef was least preferred (5.88%). The 40.59% of respondents preferred meat tenderness as an important eating quality followed by juiciness (37.06%) and flavor (12.94%). Consumers rated ritual slaughter, animal welfare and food safety as relevant issues in meat production, whereas regulations pertaining to meat production, processing of meat and food labelling were of minor significance. The study provide an insight into the significance of various consumer behaviour with respect to choice of meat, awareness on ritual slaughter, animal welfare and processing which is helpful in prioritizing future consumer research and policy decisions in India.