M. MOHITH SAI*, N.T. KRISHNA KISHORE, P. BALA HUSSAIN REDDY AND B. RAMANA MURTHY

Institute of Agribusiness Management, S.V. Agricultural College, ANGRAU, Tirupati-517502.

ABSTRACT

The present study was done to identify the constraints in purchasing of frozen meat and meat products in Andhra Pradesh.

A representative sample of 120 meat consumers in three cities of Andhra Pradesh i.e., Vishakhapatnam, Vijayawada, and Tirupati were taken for the study. A consumer purchasing behaviour model was developed from the results of study for purchasing of the fresh meat and frozen meat. The major market stimuli for buying of meat was driven from consumer stimuli and consumer motives towards meat. The major consumer constraints in purchasing frozen meat and meat products reveals that high price and non-availability are important constraints. The moderately important constraints were non acceptance among family members, Frozen meat products are stale, Non traceability of source of origin, Poor packaging’ and Poor taste, respectively.

KEYWORDS: Consumer constraints, frozen meat, meat products, consumer behaviour model.