An empirical investigation on consumer's perception towards poultry products in Coimbatore province

India is the second largest egg and third largest broiler-chicken producer in the world — 65,000 million eggs and 3.8 million tonne of poultry meat a year. As, per a report by The Economics Times, India's poultry sector is likely to see double-digit growth in 2015 because of stable feed prices and encouraging rural demand, notwithstanding local and global challenges. Purchasing power of Indians is likely to grow at a much higher rate in the future due to strong economic growth. It is important to understand the consumption growth of poultry chicken. This paper focuses on the demand supply gap of poultry chicken. The objectives of this study are to find demand for the poultry chicken among the Coimbatore people and also the need for required supply.