Perception of consumers on acceptance of Desi Chicken meat consumption in the Cauvery Delta region of Tamil Nadu

Abstract:

The present study was made to evaluated consumer perceptions and utilization patterns of desi chicken meat among 605 rural households in the Cauvery Delta region of Tamil Nadu using structured interviews and descriptive statistical analysis. Universal prior consumption (100 per cent) indicated strong cultural acceptance of desi chicken meat among respondents. Awareness regarding its nutritional value was observed among 67.43% of consumers, while 89.58% preferred consumption throughout the year. Monthly consumption was the most common pattern (38.67%), followed by twice-weekly and once-weekly consumption. Most respondents (82.97%) preferred whole-carcass utilization and curry preparation was identified as the predominant culinary practice (69.91%). Premium market price and irregular supply were recognized as the major constraints affecting consumption. Overall, the findings highlight the increasing demand for native chicken meat because of its superior sensory qualities and perceived organic value, emphasizing the need to strengthen production systems, marketing infrastructure and supply chain management to meet changing consumer preferences.