Expenditure on chicken versus total expenditure of urban households in Bareilly district

The knowledge of income and expenditure is of paramount importance to form an appropriate marketing strategy in respect of particular product. Therefore, a cross-section of 47 urban households of Bareilly district was selected, through multistage stratified random sampling procedure. The data were analyzed by considering total expenditure (proxy to income) as explanatory variable and consumption/expenditure on chicken as dependent variable. The analysis revealed that total expenditure was found to be a very good predictor of chicken consumption in urban area. Further, chicken was an item of fad and craze rather than necessity for urban consumers and thus, an increase in income would bring out an improvement in the quality of chicken being consumed.