author(s)
Niha Ayman, SA Hamdani, Sheikh Shubeena, Asma Altaf, Sanober Rasool and AH Akand

abstract
Poultry meat has become essential part of human diet due to its nutritional value, convenient price, its acceptance to all religions and much more. Jammu and Kashmir is contributing well to the expansion of poultry sector with large quantity of poultry meat being consumed in Kashmir. The present study was purposively carried out in Srinagar city of Kashmir region in order to understand the consumption behaviour towards poultry meat among the consumers in this district. The major findings of the study reveal that majority of the households were nuclear families with most of them having business as their main occupation and average annual income of Rs.409665.30. Among the different poultry meat varieties, broiler chicken was the most preferred meat type with a trend on rise of uptake for last 10 years. Higher affordability turned out to be major reason for such selective preference. Layer chicken was the least preferred meat among the lot and local chicken were also consumed by a lesser portion of population (45.30%). With regard to consumption of poultry meat an average monthly consumption turned out to be 7.06 kg per household with average monthly expenditure of Rs 1059.49 spend on consumption of chicken among households. Among the various socio-economic variables family income was found to be most influential factor on overall consumption behaviour towards poultry meat in Srinagar city, thus regular supply of these types of meat should be ensured to check the drastic fluctuations in rates and their availability.