A study of consumer behaviour regarding quail meat product development and marketing. | [Science International • 2014]

Author(s):

1. Rana Muhammad Ayyub: Department of Economics and Business, University of Veterinary and Animal Sciences, Lahore, Pakistan

2. Muhammad Hassan Mushtaq: Department of Economics and Business, University of Veterinary and Animal Sciences, Lahore, Pakistan

3. Muhammad Bilal: Department of Economics and Business, University of Veterinary and Animal Sciences, Lahore, Pakistan

4. Muhammad Rameez Akram: Department of Economics and Business, University of Veterinary and Animal Sciences, Lahore, Pakistan

Abstract:

Owing to the changing life style and food availability, Quail meat is being used as an alternate potential and acceptable meat source in many parts of the world. The main purpose of this project is to study level of consumer awareness and acceptability about a newly introduced ready to eat Steam Roasted (SR) Quail meat product. A questionnaire survey was conducted from the consumers (n=298) by using convenience sampling technique at the departmental stores in Lahore. As an experiment the respondents were first given samples to taste this product and afterwards they were exposed to questionnaire.Simple descriptive analysis showed that although the consumers have a lot of reservations regarding hygiene of ready to eat products but at the same time their majority (84.6%) was willing to accept this product. Most of the respondents (61.4 %) showed their intention to totally shift from broiler meat to Quail meat. Regarding the availability of quail meat, around 91.3% respondents preferred it`s availability at small departmental stores rather than at large superstores. It was also recommended that the marketers of such quail meat products must pay more attention to study consumer behavioral dimensions to effectively target the market.These findings are equally important for product development as well as devising marketing strategies for this ready to eat quail meat products. This article will bring attention of world nutritionists towards a new and efficient source of protein. The originality is that this would be the first ever marketing study in this area in Pakistani context.

Page(s): 871-874

DOI: DOI not available

Published: Journal: Science International, Volume: 26, Issue: 2, Year: 2014

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