International Journal of Agriculture Extension and Social Development

author(s)
Raghavendra PK, Ganapathy MS and Siddayya

abstract
This study, conducted in Bengaluru, aimed to analyze consumer preferences for pork, utilizing a sample size of 120 respondents. Employing conjoint analysis, the research investigated key attributes influencing consumer choices, with a focus on understanding how these preferences contribute to nutritional security. The study encompassed various attributes, including the type of pork (Farm Pork vs. Country Pork), price ranges (Up to Rs. 250 per kg, Rs. 250 per kg – Rs. 350 per kg, More than Rs. 350 per kg), purchase location (Shop vs. Directly from farm), and frequency of purchase (Weekly, Fortnightly, Monthly). By utilizing conjoint analysis, the study determined utility levels and the relative importance of each attribute, particularly in the context of promoting nutritional security through pork consumption. The findings not only provide insights into factors significantly influencing consumer preferences for pork in Bengaluru but also offer valuable information for producers and marketers in the pork industry. This research contributes to a holistic understanding of how consumer choices in pork consumption can be aligned with nutritional security goals, guiding strategic initiatives for a more sustainable and health-conscious pork market in Bengaluru.