Record Details

A STUDY ON VALUE ADDED CHICKEN PRODUCTS AND ITS VERTICAL INTEGRATION IN BHUBANESWAR MARKET

KrishiKosh

View Archive Info
 
 
Field Value
 
Title A STUDY ON VALUE ADDED CHICKEN PRODUCTS AND ITS VERTICAL INTEGRATION IN BHUBANESWAR MARKET
 
Creator Samal, Nilima
 
Contributor Mishra, Sanat
 
Subject VALUE ADDED, CHICKEN PRODUCTS, VERTICAL INTEGRATION, BHUBANESWAR
 
Description The Indian poultry-meat industry has been growing at a very rapid rate in recent decades, by transforming gradually from unorganized, small-scale backyard farming into large-scale, organized farming. The poultry industry is one of the fastest growing sectors in India with the growth rate of 20% per annum with the ever increasing population. The objective of this study is to elucidate organized retailing of the poultry industry by vertical integration and as an offshoot of retail boom in Bhubaneswar market. This study also discusses the initiatives taken by the major poultry players’ (Integrators) in the industry with reference to Indian market conditions. There are mainly two major poultry processors in Bhubaneswar i.e. Gurukrupa Chicks to Chicken Pvt. Ltd. and OPOLFED. Gurukrupa Chicks to Chicken Pvt. Ltd markets its products in the brand name of “Henniefresh” and that of OPOLFED in the brand name of “OPOLFED Chicken Fresh”. Gurukrupa Chicks to Chicken Pvt. Ltd markets six processed poultry products such as whole chicken, currycut, drumsticks, wings, lollypop, boneless and gizzard and liver. The most prominent channel in the unorganized broiler market has been found as: Producer-Wholesaler- Dresser-cum-Retailers –Consumer, whereas the same in the organized market as Producer - Commission agent- Supplier-Distributor- Shopping Malls/ Hotels/ Retailer-Consumer. Analyzing the consumers’ preference, it is revealed that majority of consumers preferred bone less chicken as the highly preferred product category, following which whole chicken was also highly preferred. Similarly, ‘wing’ cuts was moderately preferred and ‘gizzard and liver’ cuts were least preferred. Undertaking a X2 test of significance, it was observed that the X2 value of consumer’s preference was 134.80. The calculated value is much higher than the table value i.e. 34.529 at 1% level of significance, at 12 degrees of freedom. Thus, there is significant difference of consumer preference at 1% level. This provides valuable piece of information for the processors to design their product line accordingly. The study has also assessed the pros and cons of manual dressing of broilers vis-à-vis mechanical processing. The study also explained about the future prospects and difficulties faced by marketing of processed broiler meat. The principal challenging factor a chicken processor faced is the consumer mindset that chicken from wet market is fresh chicken. In addition, the chicken processor caters only to the aesthetically conscious consumer category. However, the consumer preference for quality and clean chicken product is taking place at a faster pace than before. Thus, value added chicken products currently marketed in Bhubaneswar has huge future prospect as consumer preference is changing towards quality and clean ready-to-cook segment. And accordingly the vertical integrators are taking market positions and placing aesthetically packed products in the market. Apparently, no price variation exists between whole chicken in wet market that in in OPOLFED or Hennifresh counter; on the contrary the chicken processors do market ready-to-cook cut products at a premium price range. Thus, the wet market price of whole chicken may be acting as a benchmark for deciding the price of the same product at a processor’s counter.
 
Date 2017-01-19T18:35:54Z
2017-01-19T18:35:54Z
2015
 
Type Thesis
 
Identifier http://krishikosh.egranth.ac.in/handle/1/97217
 
Language en
 
Relation Th;4334