AN EMPIRICAL INVESTIGATION OF MISPERCEPTIONS ABOUT BROILER MEAT CONSUMERS

The purpose of this study was to empirically evaluate and study the misconceptions hovering in the minds of people regarding the broiler chicken and its meat. In this study, quantitative data was collected through questionnaire surveys from 498 consumers randomly from nine towns of Lahore by adopting a cluster sampling technique. The data were analyzed through Excel software by using a pivot table technique. The results showed that consumers have many reservations regarding broiler meat available in the market. These include reservations regarding the type of feed given, usage of antibiotics/hormones, and speedy growth, etc. The results are presented in the form of tables, graphs, and pie charts. It is recommended that a national campaign must be launched to educate the consumers about the realities of the broiler industry to overcome prevailing misperceptions of consumers otherwise these consumers will gradually leave broiler meat. Finally, this situation will lead to severe protein deficiency among the general public of Pakistan leading to aggravating food insecurity. The findings of this study will guide industrialist, poultry farmers and marketers to develop and refine their marketing strategies to reduce misperceptions and increase the acceptability of broiler meat.