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Ranking of various livestock products by consumers of Bareilly district (U. P.)

S.P. KHARE
Central Avian Research Institute, Izatnagar - 243 122

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A total of 109 rural households and 127 urban households selected by three stage stratified random sampling technique from Bareilly district were used for studying the ranking of various livestock products (milk, egg, chicken, meat and fish) by consumer preference. The ranking of each product with respect to each consumer’s preference was tabulated and average rank correlation coefficient was worked out. The average rank correlation coefficient for rural area and urban area estimated to be 0.734 and 0.408 respectively .The value of average rank correlation coefficient for rural area was high suggesting that the agreement of consumers’ preference for various livestock products was good in rural sector of the district. It was observed that in rural area milk, meat, fish received the 1 st, 2 nd and 3 rd rank respectively, and that chicken and egg were preferred subsequent to fish in ranking system. The trend occurred possibly due to relative accessibility of various livestock products in rural area. On the contrary in urban area, the value 0f average rank correlation coefficient was low indicating that the consumers’ preference for various livestock products were in poor agreement and that consumers of urban area had divergent preferences for various livestock products. Urban environmental factors such as social, psychological, educational status and availability of various livestock products could possibly contribute the divergent consumer preference. Thus availability of various livestock products in rural markets be assured along with employment opportunities and enhanced purchasing power. On the other hand in urban markets the regular supply and timely delivery of products at convenient places be arranged through suitable marketing network.

Source : IPSACON-2005
 
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