POULTRY PRODUCT PERCEPTION: A COMPARATIVE STUDY OF FRESH AND VALUE-ADDED MEAT PREFERENCES IN PUNJAB'S URBAN CENTERS

Abstract

This study investigates poultry product perception and consumer preferences for fresh versus value-added meat in the urban centers of Lahore and Multan, Punjab, Pakistan. Using a survey-based approach, we interviewed male consumers aged 20-83 to understand their purchasing behaviors and perceptions of unprocessed and processed poultry meat. Findings revealed that shop hygiene was the most critical factor in purchasing decisions in both cities (64.4% in Lahore; 68% in Multan). A majority of respondents (47.1% in Lahore; 66.2% in Multan) preferred chicken meat over other white meats, primarily due to its taste (57.1%), followed by its perceived health benefits (24%), availability (10%), and affordability (10%). Despite the popularity of chicken, dissatisfaction with street butcher shops was significant (54.4% in Lahore; 49% in Multan, P ≤ 0.05), with concerns primarily about unhygienic conditions (58%) and improper slaughtering (37%). Attitudes towards processed poultry meat were mixed. Around 69% of respondents in both cities showed reluctance toward processed products, citing high cost, fears of diseased or not halal meat, and preservative use as key concerns. Still, 43.3% considered processed poultry safe, and 88% believed they could judge poultry quality effectively, with indicators such as slaughtering in front (34.2%), meat color (32.9%), and shop hygiene (12.7%) being most relied upon. Desi chicken was widely regarded as more nutritious (73.3%) and tastier (73.3%) than broiler meat, reflecting strong cultural and traditional preferences. Weekly consumption patterns showed that 33.3% of respondents cooked poultry twice a week, with 73.3% preferring to prepare it in dishes, and smaller proportions favoring barbecue, baked, or boiled forms. The higher expenditures (> 3,100 PKR ) on of poultry meat in Multan (49% vs. 42%) there was a significant (P ≤ 0.01) difference in use of poultry meat as compared to red meat in Multan as compared to Lahore. The reason behind the use of poultry meat as compared to beef and mutton (P ≥ 0.001) may be due to the easy availability, low price compared to other categories of meat, slaughtered in front or taste. Despite skepticism toward value-added poultry products, respondents indicated willingness to transition from street markets to supermarkets, provided concerns related to food safety, affordability, and transparency are addressed. Enhancing consumer awareness on the nutritional value, convenience, and safety of processed poultry meat could foster demand and support the growth of Pakistan's poultry processing industry.