coofeteoce

CnANGING LkSLC1IVLS IN Lk1LNSICN

for effective /ivestock de/ivery system
7
tb
8
tb
5eptembet 2010
keseotcb lopet lteseototloo
Lk1LNSICN ADVISCk 1nkCUGn MC8ILL 1LLLnCN
lteseoteJ by
Venu Madhav
MvSC sLudenL
cboltmoo Mojot AJvlsot
Dr D 1hamm| ka[u
AJvlsoty Membets
Dr M S keddy Dr M Mahender
uepottmeot of Aolmol nosbooJty xteosloo
colleqe of vetetlooty 5cleoce k Noqot
5tl veokoteswoto vetetlooty uolvetslty
8ACkDkC
C1s have an lmmense lmpacL on all aspecLs of our
llves and play a cruclal role ln lmplemenLlng Lhe MuCs
urawbacks of LradlLlonal AP exLenslon caLapulLs C1s as
a remedlal alLernaLlve lnLo Lhe fray
very few lnnovaLlons ln recenL pasL can maLch Lhe
phenomenal growLh of moblle phones
More Lhan 630 mllllon moblle subscrlbers ln ndla and
Lhe numbers keep on lncreaslng
Advances ln communlcaLlon Lechnology and reforms ln
Lhe Lelecom lndusLry largely conLrlbuLed Lo Lhls growLh
rlce wars amongsL Lhe operaLors helped ln slashlng
Larlff raLes and moblles have become affordable
8ACkDkC
Dnorganlzed naLure of meaL secLor acLlvlLy demands
greaLer aLLenLlon Lo safeguard consumers lnLeresL
need for Lechnologlcal supporL and lnLervenLlon Lhrough
parLlclpaLory approach of all players
1he ublqulLous naLure of moblle phone ln Lhese Llmes
glves us an opporLunlLy Lo seek Lhe respondenL raLher
Lhan Lhe respondenL seeklng lnformaLlon
Whlle lnformaLlon ls besL reached when dlssemlnaLed
Lhrough many means moblle LexL messages could be
one such plaLform
AIM ICCUS
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esearch focus ls more on Lechnology

developmenL and lmprovemenL
esearch abouL Lechnology deploymenL on
LargeL group ls key for successful exLenslon
LxponenLlal growLh of moblle Lelephony
offers exLenslon personnel a more readlly
avallable Lool
LssenLlal Lo know respondenLs LrusL ln
moblles as an C1 ln general and SMS ln
parLlcular
C
V
L
k
A
L
L

A
I
M
1o conLrlbuLe Lo more knowledge abouL how
moblle Lelephony can be effecLlvely uLlllzed
as an C1 ln exLenslon
C8ILC1IVLS
1o creaLe awareness among urban meaL consumers
on hyglenlc meaL consumpLlon and publlc healLh
1o explore Lhe feaslblllLy of uLlllzlng
moblle Lelephony as an exLenslon advlsory sysLem
ML1nCDCLCG
City of Visakhapatnam
in Andhra Pradesh
120 Urban meat consumers
were selected randomly from
6 zones (20 from each zone)
of Visakhapatnam city
Experimental
Study
LocaIe of the study
SeIection of sampIe
Research Design
kCCLSS
#espondents were
sent twelve mobile text
messages on different
aspects of meat hygiene in
three cycles to augment
their awareness levels
Finally both the sets of
scores were studied,
compared
and
results analysed
Awareness
levels on meat
hygiene was
measured again
after
sending the
information
through SMS
Data was
collected from
120 urban
meat consumers.
nitial awareness
level on meat
hygiene
was measured.
D|str|but|on of urban meat consumers based on
awareness on meat hyg|ene before send|ng SMSs
AWAkLNLSS CN MLA1 nGILNL
S No Category Irequency ercentage
1
Low
25 below
20 167
2
Med|um
26 to JJ
83 692
3
n|gh
J4 obove
17 141
120 100
Mob||e ut|||ty pattern of urban meat consumers
Item kesponse
Awareness |eve| on meat hyg|ene
Low
(n20)
Med|um
(n83)
n|gh
(n17)
1ota|
(n120)
f f f f
er|od of
ownersh|p
of mob||e
kecent|y 3 2300 18 2169 2 1176 2S 2083
1 2 years 3 2300 11 1323 2 1176 18 1S00
Long back 10 3000 34 6306 13
7647
77 6417
Iam|||ar|ty
W|th
mob||e
Not at a|| 6 3000 7 843 2 1176 1S 12S0
art|y 11 3300 36 6747 6 3329 73 6083
1horough|y 3 1300 20 241 9
S294
32 2667
Add|t|ona|
features
used
|n mob||e
IM 3 2300 33 3976 9 3294 47 3917
Camera 6 3000 21 2330 3 2941 32 2667
Mus|c 13 6300 37 6867 11 6470 81 67S0
8rows|ng 2 1000 17 2048 9
S294
28 2417
D|mens|ons of Short Message Serv|ces (SMS)
Item kesponse
Awareness |eve| on meat hyg|ene
Low
(n20)
Med|um
(n83)
n|gh
(n17)
1ota|
(n120)
f f f f
User
fr|end||ness
of SMS
Send|ng 8 4000 33 6383 13
7647
74 6167
kece|v|ng 13 7300 74 8916 17
10000
106 8833
Irequency
of us|ng
SMS
Irequent 3 2300 21 2330 12
70S9
38 3167
Cccas|ona| 10 3000 31
614S
4 2333 6S S417
kare 2 1000 3 361 1 388 6 S00
Never 3 1300 8 964 0 0 11 916
D|mens|ons of Short Message Serv|ces (SMS)
Item kesponse Awareness |eve| on meat hyg|ene
Low
(n20)
Med|um
(n83)
n|gh
(n17)
1ota|
(n120)
f f f f
Check|ng
SMS
Instant|y 3 2300 30 3614 8
470S
43 3S83
Da||y 7 3300 44
S301
6 3329 S7
47S0
kare 2 1000 4 4819 2 1177 8 834
Ignore 6 3000 3 6024 1 389 12 1000
Cred|b|||ty
of SMS
Not at a|| 6
3000
23 2771 2 1177 31 2S83
es 7
3S00
24 2891 3 2941 36
3000
Depends on
sender
4 2000 21 2330 3
2941
30 2S00
Depends on
top|c
3 1300 13 1807 3
2941
23 1917
D|mens|ons of Short Message Serv|ces (SMS)
Item kesponse Awareness |eve| on meat hyg|ene
Low
(n20)
Med|um
(n83)
n|gh
(n17)
1ota|
(n120)
f f f f
Interest
|n SMS
Very much 3 1300 21 2330 7
4118
31 2S83
Interested 10 3000 34
6S06
10 3882 74 6167
No
|nterest
7
3S00
8 9639 0 0 1S 12S
Su|tab|e for
d|ssem|nat|ng
techn|ca|
|nformat|on
es 8 4000 34 6306 13
7647
7S 62S0
No 12
6000
29 3494 4 2333 4S 37S0
Meat hyg|ene
|nc|udes a||
cond|t|ons and
measures necessary
to ensure safe
consumpt|on of meat
ou are no |ess
|mportant than the
manufacturer
government
regu|ator or butcher
|n assur|ng meat
safety
Meat |nspect|on by
qua||f|ed person
soon after s|aughter
|s essent|a| to make a
[udgment on the
safety for human
consumpt|on
8efore purchas|ng
fresh meat we
shou|d check for
stamp|ng by |oca|
author|t|es
Wh||e buy|ng frozen
meat check for any
|eak|ness and exp|ry
date
Apart from any co|or
change we shou|d
not consume meat
hav|ng offodor
st|ck|ness or change
|n cons|stency
Stor|ng meat at
proper temperature
reta|ns the fresh
appearance aroma
agreeab|e texture
bes|des reduc|ng
bacter|a| growth
Ior 12 days storage
meat shou|d be
stored |n norma|
refr|gerator and for
|onger per|ods store
|n deep freezer
cab|net
After use of cutt|ng
boards wash w|th
hot soap water and
san|t|ze w|th ||qu|d
ch|or|ne b|each
Idea||y use separate
cutt|ng boards for
vegetab|es raw meat
and sea food
1haw|ng frozen
meat at room
temperature
encourages
bacter|a| growth
Meat that has been
stored too |ong |n
the refr|gerator may
be of |essened
qua||ty but most
||ke|y wou|d not
make anyone s|ck
A |arge cut of meat
shou|d be d|v|ded
|nto sma||er p|eces
and p|ace separate|y
|n a sha||ow
conta|ners before
refr|gerat|ng
1o ma|nta|n qua||ty
when freez|ng meat
and pou|try |n |ts
or|g|na| package
wrap the package
aga|n w|th fo|| or
p|ast|c wrap
Meat that has been
|eft too |ong on the
counter may |ook
f|ne but cou|d be
dangerous to eat
8y hand||ng meat
safe|y you w||| spare
yourse|f and your
fam||y from a pa|nfu|
bout of |||ness
ou are the |ast
person to hand|e
your meat before |t |s
eaten 1ake charge!
revent|on of |||ness
may be as s|mp|e as
wash|ng your hands
Attr|butes of SMS |n creat|ng awareness on meat
hyg|ene
Item kesponse
Awareness |eve| on meat hyg|ene
Low
(n20)
Med|um
(n83)
n|gh
(n17)
1ota|
(n120)
f f f f
Usefu|ness
of SMS
Usefu| 9 4300 67 8072 17
10000
93
77S0
Ck 8 4000 11 1323 0 0 19 1S83
Not usefu| 3 1300 3 602 0 0 8 667
Su|tab|e
t|me for
SMS
rece|pt
Morn|ng 8 4000 33 3976 7
4118
48 4000
Afternoon 3 2300 41 4940 6 3329 S2 4333
Lven|ng 2 1000 4 482 4 2333 10 833
N|ght 3 2300 3 602 0 0 10 833
Attr|butes of SMS |n creat|ng awareness on meat
hyg|ene
Item kesponse
Awareness |eve| on meat hyg|ene
Low
(n20)
Med|um
(n83)
n|gh
(n17)
1ota|
(n120)
f f f f
ua||ty of
message
Good 6 3000 22 2631 3 2941 33 27S0
Very Good 14 7000 61
7349
12 7039 87
72S0
Not Good 0 0 0 0 0 0 0 0
Cred|b|||ty
of
Source
es 12 6000 63 7831 16
9412
93
77S0
No 3 1300 4 482 0 0 7 S83
No |dea 3 2300 14 1687 1 3882 20 1667
Comp|ex|ty
of
message
Lasy 14 7000 70 8433 13
8824
99 82S0
D|ff|cu|t 6 3000 13 1367 2 1176 21 17S0
Attr|butes of SMS |n creat|ng awareness onmeat
hyg|ene
Item kesponse
Awareness |eve| on meat hyg|ene
Low
(n20)
Med|um
(n83)
n|gh
(n17)
1ota|
(n120)
f f f f
Length of
message
Iew words 8 4000 18 2169 1 3882 27 22S0
Appropr|ate 9 4300 60 7229 16
9412
8S 7083
Many words 3 1300 3 602 0 1176 8 667
D|screpancy
|n
message
No 14 7000 66 7932 13
8824
9S 7917
No |dea 6 3000 17 2048 2 1176 2S 2083
reference
for type of
message
SMS 18
9000
61 7349 12 7039 91 7S83
MMS 2 1000 22 2631 3 2941 29 2417
Attr|butes of SMS |n creat|ng awareness on meat
hyg|ene
Item kesponse
Awareness |eve| on meat hyg|ene
Low
(n20)
Med|um
(n83)
n|gh
(n17)
1ota|
(n120)
f f f f
Su|tab|||ty of
SMS for
D|ssem|nat|on
No 3 1300 11 1323 1 3882 1S 12S0
es 17 8300 72 8673 16
9412
10S 87S0
Des|re to
rece|ve new
|nformat|on
v|a SMS
No 3 1300 9 1084 1 388 13 1083
es 17 8300 74 8916 16
9412
107 8917
Compar|son of responses of urban meat consumers
before and after send|ng |nformat|on through mob||e
text messag|ng
S No uest|on kesponses
8efore
SMS
After
SMS
f f
1
Meat
hyg|ene
|nd|cates
Safe for human consumpLlon 88 7333 120 10000
nspecLed by quallfled person S6 4667 87 72S
Pyglenlcally slaughLered 78 6S00 104 8666
Lnsures beLLer LasLe quallLy S4 4S00 82 6833
2
What are
advantages
of meat
hyg|ene
revenL food polsonlng 62 S167 88 7333
PealLhy and nuLrlLlous 49 4083 76 6333
value for money S3 4417 68 S667
8eLLer keeplng quallLy 66 SS00 84 7000
3
ou regard
meat
hyg|ene as
very essenLlal 73 6083 98 8167
LssenLlal 42 3S00 22 1833
SomewhaL essenLlal 2 167 0 0
noL requlred 3 2S0 0 0
Compar|son of responses of urban meat consumers
before and after send|ng |nformat|on through mob||e
text messag|ng
S No uest|on kesponses 8efore
SMS
After
SMS
f f
4
Wh||e
purchas|ng
meat what do
you check for
Color 98 8167 112 9333
1exLure 84 7000 89 7416
llavor S6 4667 86 7167
AdulLeraLlon 37 3083 44 3667
S
ou regard
meat
|nspect|on as
very essenLlal 62 S167 98 8167
LssenLlal 42 3S00 16 1333
SomewhaL essenLlal S 417 6 S00
noL requlred 11 917 0 0
6
now do you
|dent|fy
spo||age |n
meat
Color changes 98 8167 110 9167
Cffenslve odor S8 4833 90 7S00
Change ln LexLure (sllmy) 82 6833 86 7167
ConslsLency S3 4417 78 6S00
Compar|son of responses of urban meat consumers
before and after send|ng |nformat|on through mob||e
text messag|ng
S No uest|on kesponses 8efore
SMS
After
SMS
f f
7
now do you
ensure that
you buy
hyg|en|c meat
urchase from llcensed shop 27 22S0 8S 7083
Check for CovL sLamplng 11 917 108 9000
1rusL nelghborhood buLcher 79 6S83 42 3S00
noL boLhered 3 2S0 0 0
8
Wh||e stor|ng
meat |t shou|d
be kept
n deep freezer 4S 37S0 S7 47S
n refrlgeraLor 36 3000 31 2S83
MarlnaLe and sLore 10 833 23 1917
AL room LemperaLure 27 22S0 9 7S0
9
Who |s
respons|b|e
for ensur|ng
meat hyg|ene
LlvesLock farmer 24 2000 46 3833
8uLcher/ reLaller 86 7167 118 9833
CovernmenL 102 8S00 120 10000
Consumer 32 2667 98 8167
Compar|son of responses of urban meat consumers
before and after send|ng |nformat|on through mob||e
text messag|ng
S No uest|on kesponses 8efore
SMS
After
SMS
f f
10
now to
avo|d cross
contam|nat|on
Wash knlves wlLh soap warm waLer
S4 4S00 88 7333
SanlLlze cuLLlng boards regularly
44 3667 76 6333
SLore varlous meaLs separaLely
S3 4417 79 6S83
Wrap Lhe meaL wlLh foll
22 1833 43 3S83
11
Wh||e buy|ng
frozen meat
|t |s |mportant
to check
Leaklness ln packeLs
104 8667 120 10000
Mfg Lxp daLe
86 7167 11S 9S83
MlC no
12 1000 32 2667
nuLrlLlonal facLs
11 917 26 2167
12
1haw|ng
frozen meat
shou|d be
done |n
Mlcrowave
S 417 18 1S00
efrlgeraLor
22 1833 49 4083
PoL waLer
31 2S83 3S 2917
oom LemperaLure
62 S167 18 1S00
D|str|but|on of urban meat consumers based on
awareness on meat hyg|ene after send|ng SMSs
AWAkLNLSS CN MLA1 nGILNL
S No Category Irequency ercentage
1
Low
29 below
14 1167
2
Med|um
J0 to J7
81 67S0
3
n|gh
J8 obove
2S 2083
120 100
D|str|but|on of urban meat consumers based on awareness on
meat hyg|ene before after send|ng SMSs
8efore send|ng SMS After send|ng SMS
S No Category Irequency ercent Category Irequency ercent
1
Low
25 below
20 167
Low
29 below
14 1167
2
Med|um
26 to JJ
83 6920
Med|um
J0 to J7
81 67S0
3
n|gh
J4 obove
17 141
n|gh
J8 obove
2S 2083
Compar|son of scores on awareness on meat hyg|ene
of urban meat consumers before after send|ng SMSs
AWAkLNLSS CN MLA1 nGILNL
LCW MLDIUM nIGn 1C1AL
Mean Score
kL SMS
23SS 2937 3682 2947
Mean Score
CS1 SMS
2793 3306 4072 3406
CCNCLUSICN
esulLs from Lhls sLudy lndlcaLe LhaL moblle Lelephony can
be successfully employed Lo dlssemlnaLe lnformaLlon
Drban moblle consumers accessed Lhe lnformaLlon senL as
LexL messages and Lhe galn ln Lhelr awareness levels on Lhe
Loplc was slgnlflcanL
ncrease ln favourable responses Lowards moblle LexL
messaglng ln fuLure shows falLh ln Lhls medlum as an C1
As one of Lhe mosL pervaslve and fasLesL growlng means of
connecLlvlLy moblle LexL messaglng servlces represenL a
valuable and powerful Lool Lo exLenslon personnel Lo
qulckly dlssemlnaLe lnformaLlon
LxLenslon personnel should employ Lhls Lool Lo caLer Lo Lhe
lnformaLlon needs of Lhe farmers
CommunlcaLlon Lools work besL when lnformaLlon ls
dlssemlnaLed Lhrough mulLlple plaLforms and medla
Moblle phones represenL one such plaLform
ILLD8ACk SMS
es Dse separaLe boards for dlfferenL foods or clean properly
lrozen meaL can be Lhawed ln hoL waLer
Mlcrowave Lhawlng besL
Pe musL be provlded wlLh sufflclenL equlpmenL asslsLance
Ck slr remember you 1hanks for ur advlslng me my famlly
8efore slaughLer anlmal should be lnspecLed by veL
8olllng aL 100 C vll klll max bacLerla
Dr meaL facLs are Len commandmenLs Lo all concerned
Cnly meaL? Why don'L you SMS me abouL peL care
nformaLlve Lmphaslze on drug wlLhdrawal whlch ls lgnored
by Munlclpal auLhorlLles consumers are unaware of lll effecLs
of resldual drug effecL ln meaL on Lhe healLh
%hank You