Dynamics of market intelligence for quality pork in Assam

Abstract

Assam has a meat marketing scenario which projects a very poor self-sufficient image and so to understand the pork market; to determine the current and future needs and preference, attitude and behaviour of the consumers; and to assess changes in the business environment that may affect the size and the nature of market in future, dynamics of market Intelligence for quality pork was studied in Assam. Data were collected from a total of 400 respondents through a pre-tested, reliable and valid interview schedule. The respondents comprised of three categories: hundred pig producers, 100 pork consumers and 200 pork retailers. The result showed that the majority of the respondents were of middle age group with a medium size of families and with medium educational qualification. Except producers, a large majority of the consumers and retailers were male. Majority of the producers, consumers and retailers primary occupation was agriculture and livestock rearing, service and trade and commerce respectively and belonged to ST caste. Majority of the respondents maintained medium pig herd size and reared for fattening purpose. The average annual income from pig rearing was Rs.28135/- and from pork retailing was Rs.75656/-. The average gross income of producers, consumers and retailers were Rs.85870/-, Rs.146560/- and Rs.1013220/- respectively. The average sale price of piglet was Rs.2249/- and of pig selling price was Rs.11610/-. The processing of pork was done by 46 per cent of the producers and 18 per cent of the consumers for their own consumption. Roasted pork was the commonly found processed pork in the locality and was mostly available in the Ethnic festival shops. Storage problem, practicing in less quantity and costing related to processing were the factors which affecting the commercialization of traditional process pork. The preference of pork by the consumer was highest followed by chicken, duck, mutton/ chevon and beef. The order of overall reasons for pork preference by the respondents consumers were taste/ versati