ABSTRACT
Present study was conducted using purposive sampling technique to identify prevailing marketing practices and consumer preference for pork in Bareilly city. The study revealed that majority of retailers come under middle age group and belong to lower socio-economic strata. Facilities of chiller, deep freezer, disinfectant and packaging and labeling were not available at any retail shops. Majority of respondent sold 30-35kg pork/day with higher frequency of selling at morning within 4-5 hrs of slaughter. Problems faced by retailers were poor financial conditions and lack of marketing chain. Pork retailers required training and aids related to pork business from government. Majority of consumers at Bareilly city belongs to the lower socio-economic strata. Majority of individuals purchased pork at least 1-2 times per week, most of them purchased at morning time. Most of consumer preferred ham cut, purchased meat from road side stalls immediately after slaughter for preparing dishes from pork and preferred stewing. Finally, it can be concluded that pork was sold through unorganized sector, both consumers and retailers were not aware about quality and safety of pork and meager value chain exist for pork business at Bareilly city