Consumer's perfection of mutton consumption in Peninsula Malaysia

Consumption patterns for different meats have changed considerably in Malaysia over the last few decades.This development shows that the total amount of meat per capital consumed has grown 57.3% from 1990 to 2003.The highest growths are seen in poultry, mutton and beef, which have increased 99.2%, 78.6% and 57.1% from 1990 to 2003, respectively, while the consumption of declines by 22.3%. Among the factors cited for this meat consumption growth are the effects of changing relative prices and rising income, associated changes in dietary patterns, taste and preference in the country as well as the improvement of the marketing system and the distribution channels. Religion and ethic background of the population are also important factors influencing meat consumption. Islam, the main religion in Malaysia, prohibits pork consumption, while Indians do not take beef. There is no religion taboo with muttons as it can be consumed by all Malaysians. However, most Malaysian have some reservation in consuming mutton, as it has been associated several health risks, largely due to saturated fat content and high blood pressures. Consumers also have some health problem in getting mutton in the market and its price is high compared with other red meats. A clear understanding of consumer's need is important to help the meat industry to be proactive in providing households with a reliable and safe source of protein. Mutton marketers need to know whether consumers hold favorable or unfavorable attitude toward mutton, and they have to understand the reasons behind these attitudes. The objectives of the research are to analyze consumers' perception and attitudes towards mutton consumption and to provide information which is suitable for decision making. The data used in this study were collected using primary data through a structured questionnaire, taste test and observation test from various states in Peninsular Malaysia.The number of respondents involved in this study was 525 people. The result of this study implies that the market potential for mutton is bright, be must be viewed with caution. This study shows that consumers are more concerned about health issues and nutritional value. They have negative perception towards mutton due to lack of knowledge and the special quality of mutton. Hence, mutton is not as a preferred meat compare to other meats as beef and chicken. This perceptions and attitude become major barrier in mutton consumption and leading to slow development of mutton industry. Factors such as availability and high price also hinder the majority of the consumers from consuming mutton. Thus, the consumption of mutton is still low and unsatisfactory . The continuation promotion campaign is important to highlight the nutritional value and quality of mutton and to change consumer's negative perception towards mutton with regarding health issues.