A Comparative Study on Behaviour of Meat Consumers in Rural and Urban Areas of West Bengal

The present study has been taken up to identify the socio-demographic, socioeconomic and communication characteristics of rural and urban people relating to meat and meat product consumption. Randomly selected 70 respondents from urban municipal ward and 70 respondents from 1 Gram Panchayat were selected from purposively selected one district of West Bengal .The data were collected with the help of pre-tested structured interview schedule. The collected data were analysed statistically after proper compilation. The study revealed that there exist significant differences of rural and urban mean scores of area on age, gender, family income, religion, caste, education, house type, material possession, communication, preferences of meat score, awareness score and preferences of meat product. Preference of meat was positively and significantly correlated with age in both rural and urban areas. Family meat consumption also has positively and significantly correlation with family type, family size, house type and material possession in both two areas. Awareness and meat preference were positively and significantly correlated with urban contact in both rural and urban areas where as communication score in both areas has positively and significantly correlated with meat preferences.