Assessment of factors influencing the consumption of poultry meat

The objective of this study was to understand the socio- economic factors associated with consumption of poultry meat using semi-log regression analysis. Pre-tested structured questionnaire was employed to collect information from 350 consumers from Chennai and its adjoining districts of Kancheepuram and Thiruvallur. All the consumers preferred to consume poultry meat. The most important factors consumers considered in the purchase of meat are taste and price. Demographic variables such as family size, monthly family income, education level of household head, presence of child and aged persons in the family significantly influenced the poultry meat consumption. Meat marketers and producers should take these factors into consideration in producing and selling meat products.