Factors affecting intention to buy Jhatka food: A quantitative study in NCT Delhi

Abstract

This paper aims to discover the factors which influence the purchase of Jhatka meat products. The basis for conclusions lies in analysis of 214 fully filled in questionnaires by utilizing SPSS software. Findings suggest the pivotal role played by marketing strategies of the Jhatka meat sellers and degree of awareness of the customers in influencing consumer’s attitude and purchase intention towards Jhatka foods. Government involvement was an aspect in customers' decision to buy Jhatka foods, but it did not significantly shape their overall opinion of the products. However, the study could not pinpoint the significance of Religiosity to influence attitude or purchase intention towards jhatka foods. Theoretically, the paper contributes to the studies on Jhatka meat which has been a relatively nascent area compared to Halal meat products. However, the market of a particular religion and faith are specific about the consumption of Jhatka products. So, the identification of factors that could increase the sale of such products could help the marketers of Jhatka meat in targeting their audience in a better manner.