Income-Generating Activities - Action Against Hunger

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Field handbook • Scientific and Technical Department fruit (slight decreased), and potatoes (constant). The production of total meat per capita was 15.6 kg for year 2002; production of milk was 152.4 kg. The breakdown of consumption level shows that meat (including poultry and fish) was 17.7 % in year 2002, which increased from the previous years. Meat is considered an expensive good for the general public. The table on household consumption of main food products shows that in meat consumption, mutton is the lowest, 0.9 kg per capita compared with 6.4 kg beef, 1.4 kg pork and 3.6 kg chicken. However, it should be mentioned that the consumption of mutton had increased over 6 years (from 1996 to 2002). Research purpose The purpose of this study is to estimate the sheep industry, lamb/mutton market in Armenia, potential buyers, possibility of using mutton in sausage production, selling milk in a specified region, Syuniq, consumers’ preferences, wool market, possibility of breeding the sheep in Syuniq region in Sisian. In particular, factors including retail lamb, beef, pork, and chicken prices, customer preference, meat and milk processing factories will be examined for their impact on long-term lamb demand. In addition, wool-processing companies also are included in the study analysis. Research data: Executive Interviews and surveys A total of seven interviews and surveys have been conducted from June 1 to June 30, 2004. These have been grouped into customer, market, and restaurant surveys, and milk, meat and wool processors’ interviews. The interviews and surveys are presented below. 3. Consumer Survey Survey preparation: The following preparatory work was carried out before starting with the main implementation of the survey: A pilot 3-page consumer questionnaire was designed and tested in two regions (Center & Shengavit). The pilot interviews made suggestions for improving the questionnaire, making it more user friendly and shorter (7-10 minutes maximum). Consumer survey methodology: 220 interviews with customers doing shopping in ten regions of Yerevan were conducted. In each region, 20 people next to food stores were asked by simple sampling. The interviews were conducted from June 10 to June 24, 2004. INCOME GENERATING ACTIVITIES: A KEY CONCEPT IN SUSTAINABLE FOOD SECURTIY 137
➔ The results are intended as a quantitative assessment and can be statistically projected onto the industry at large. Since the centre is the biggest region of Yerevan, and the town centre is in this region, it was decided to interview 40 people, instead of 20. Among customers of centre region, there were also people living in other regions, but doing shopping in the centre after work. Those opinions are considered as information from the centre region. Interviewers were introduced as students to make interviewees feel more confident and give answers more correctly. Customer survey interviewees’ demographics: Out of 220 interviewees the ratio of female and male was 58% and 42%; the family size of more than half of interviewees was 4-5 people; and 50% were from 36-50 age group. Interviewees holding a university degree are 54% among all interviewees, only 1% had 8-year school education. The rest are people with high-school education, which is equivalent to 10-year school in Armenian education system. Customer Survey: The interviewer records the consumer preferences for meat purchases, including lamb/mutton, for 3 occasions: “everyday meal”, “hosting guests”, and “picnic”. While the purchasing intensity was estimated applying the following time-scale: “every day”, “once or twice in a week”, “once or twice in a month”, and “once or twice in a year”, the interviewees were separated to the following categories: “myself “,”anyone”, “spouse / husband”, and “other”. This approach helped develop consumers’ preferences for all 3 occasions by finding out the purchaser and purchasing intensity rate per month by types of meat. Beef consumption is predominant compared to other meat consumption. In the second place is chicken, and in the third place is fish. Lamb consumption is in the fifth place; it comes after pork. In Armenian culture meals are made of mainly beef and chicken. Fish is used as a lower and fresh price meat product. The Armenian cuisine is a wonderful world of many different tastes and smells. It is a very specific part of the mysterious Oriental cuisine. Armenians are well known for their hospitality, and for hosting guests they prepare special dishes mainly from meat products. In this case, beef is the most commonly (Armenian “dolma”, which is grape leaf wrapped meat, beef “kufta” – balls of minced meat, beef “khashlama” – boiled meat, and etc.) For hosting guests customers prefer using beef, pork and chicken. Lamb and fish are in fourth and fifth places in the figure accordingly. Armenians like outdoor activities, including picnics, parties. The main food used in picnics is Armenian barbequed pork, lamb and vegetables. Thus, Armenians prefer using mainly pork, and chicken and lamb. Fish and beef are in the same consumption level after above stated meat types. High consumption level of pork for hosting and picnic occasions can be explained by the Armenian tradition of using fried pork or pork barbeque. 138 INCOME GENERATING ACTIVITIES: A KEY CONCEPT IN SUSTAINABLE FOOD SECURTIY
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