| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 1 |
NO. 2 |
PAPER 11 |
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CONSUMER BEHAVIOR TOWARDS MEAT AND MEAT PRODUCTS |
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| Mamilla Rajasekhar* and S.V.Subba Reddy** |
| * Associate Professor, Dept. of Commerce, Sri Venkateswara University, Tirupati, Andhra Pradesh, India |
| ** Deputy Director, Directorate of Distance Education, Sri Venkateswara University, Tirupati, Andhra Pradesh, India |
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| As a result of WTO agreement, plethora of international brands being dumped into the Indian meat market, and increased demand at a decelerating rate for meat and meat products in India, have caused many Indian meat marketers, both unorganized and organized, branded and unbranded, to go deep into the study of perceptions and expectations as well as the consumption pattern of their meat consumers in order to make their selling and marketing efforts meaningful. In this survey-based research article, the author has made an attempt to step into the shoes of the meat marketer to know the consumer behavior and prescribe some strategies to face the imminent competition from global leaders in this market. |
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