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International Journal of Applied Research
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ISSN Print: 2394-7500, ISSN Online: 2394-5869, CODEN: IJARPF

IMPACT FACTOR (RJIF): 8.4

International Journal of Applied Research

Vol. 3, Issue 12, Part A (2017)

The preference and consumption of chicken likers in south Indian consumers (With ref to cooking patterns of chicken meat in Chennai)

Author(s)
P Balusamy and Dr. B Rajendran
Abstract
Poultry meat plays an important role in human diet because it’s nutritional value given by high value protein, essential amino-acids, low cholesterol, special flavor, convenient price. The paper goal was to study consumer behaviour for poultry meat. The preference and consumption of chicken meat have been tremendously increasing in Chennai. About 120 respondents who took part in the study were classified into four groups Chicken Consumers namely routine Die-hard, Meticulous, Mechanical and Information Seekers health concern and real chicken lovers based on their preference and consumption of chicken meat. It is worthwhile to mention that the taste, price, and easy to cook were statistically significant between the four groups. In addition, race moderates the relationship with south Indian peoples staying in Chennai dominating the chicken liker’s category. It is interesting to observe that Andhra Pradesh prefer chicken meat with chilies with peppers and Chennai prefer chicken meat with salad. The findings of the study are useful to the marketing agencies that are responsible in selling chicken meat. Further, the results may be used as a guide to the selection of chicken meat, and also to the restaurant owners in the selection of food to be offered to their consumers.
Pages: 21-26  |  626 Views  29 Downloads
How to cite this article:
P Balusamy, Dr. B Rajendran. The preference and consumption of chicken likers in south Indian consumers (With ref to cooking patterns of chicken meat in Chennai). Int J Appl Res 2017;3(12):21-26.
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