Prevalence and distribution of Salmonella serotypes in marketed broiler chickens and processing environment in Coimbatore City of southern India

Broiler chicken is gaining popularity among the consumers of India. Since poultry is recognised as a leading food vehicle for Salmonella contamination, the prevalence and distribution of Salmonella serotypes in broiler chickens and processing environments of retail outlets has been studied. In the present study 214 samples of broiler chicken and 311 environmental samples from cage were analysed for the presence of Salmonella. Of the various body parts of live chicken analysed prevalence varied from 1.4% in cloacca to 6.9% in crop region. Environmental samples from the cage showed higher prevalence of Salmonella ranging from0 to 16.67%. Apart from Salmonella enteritidis, which was the predominant Salmonella serotype in the chickens as well as in the environmental samples, other serotypes such as S. bareilly, S. cerro, S. mbandaka and S. moladewere also encountered. The results of the research calls for strict hygiene standards for retail broiler chicken processing outlets

Role of social pressure as a key contributor of materialism and related status consumption

“At resale stores I have seen brand new clothes with original price tag still hanging from the sleeve. Some children have so many toys that they stay frustrated, not knowing which one to pick up for their next amusement. Presumably sensible adults trade in perfectly good cars just to have something shinier and newer. Didn’t us once live productive normal lives, without all these gadgets” [Cunningham (2005)]. During late eighties, nearly forty four percent of the participants, who took part in a consumer survey conducted in the US, responded positively to the question “My closets are filled with still 2 unopened items” [Faber and O’Guinn (1988)]. Reading such excerpts does not greatly surprise us anymore; as such reports have become common now. For many people shopping has moved beyond something that caters to their needs and wants and has become a hobby [Cunningham (2005)], an activity that they engage in to satisfy their hedonistic or pleasure-seeking goals [Ramnathan and Menon(2006), O’Cass and McEween (2004), Faber and O’Guinn (1989)]. Others look at their new possession as something that fills a void in their lives [Belk (1985), Diener et al. (1993)].