~ 1984 ~ Journal of Entomology and Zoology Studies 2020; 8(3): 1984-1987 E-ISSN: 2320-7078 P-ISSN: 2349-6800 www.entomoljournal.com JEZS 2020; 8(3): 1984-1987 © 2020 JEZS Received: 12-03-2020 Accepted: 16-04-2020 Niha Ayman M.V.Sc. Scholar, Division of Veterinary and Animal Husbandry Extension, Faculty of Veterinary Sciences and Animal Husbandry (SKUAST-K), Shuhama, Alestang, Srinagar, Jammu and Kashmir, India SA Hamdani Assistant Professor, Division of Veterinary and Animal Husbandry Extension, Faculty of Veterinary Sciences and Animal Husbandry (SKUAST-K), Shuhama, Alestang, Srinagar, Jammu and Kashmir, India Sheikh Shubeena Ph.D., Scholar, Division of Veterinary and Animal Husbandry Extension, Faculty of Veterinary Sciences and Animal Husbandry (SKUAST-K), Shuhama, Alestang, Srinagar, Jammu and Kashmir, India Asma Altaf Ph.D., Scholar, Division of Livestock Production and Management, Faculty of Veterinary Sciences and Animal Husbandry (SKUAST-K), Shuhama, Alestang, Srinagar, Jammu and Kashmir, India Sanober Rasool Ph.D., Scholar, Division of Veterinary and Animal Husbandry Extension, Faculty of Veterinary Sciences and Animal Husbandry (SKUAST-K), Shuhama, Alestang, Srinagar, Jammu and Kashmir, India AH Akand Assistant Professor, Division of Veterinary and Animal Husbandry Extension, Faculty of Veterinary Sciences and Animal Husbandry (SKUAST-K), Shuhama, Alestang, Srinagar, Jammu and Kashmir, India Corresponding Author: Niha Ayman M.V.Sc Scholar, Division of Veterinary and Animal Husbandry Extension, Faculty of Veterinary Sciences and Animal Husbandry (SKUAST-K), Shuhama, Alestang, Srinagar, Jammu and Kashmir, India Poultry meat consumption patterns in Srinagar city of Jammu and Kashmir 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. Keywords: Broiler, consumption pattern, layer, local chicken, poultry meat Introduction Agriculture in India is considered as the mainstay of majority of population and poultry sector in agriculture segment is one of fastest growing sectors in India with an average growth rate of 6% in egg production and 12% for broiler production per annum [1] . Moreover, poultry meat contributed immensely to the national economy and has become essential part of human diet because of its nutritional value given by high value proteins, essential amino-acids and low cholesterol, perceptions that poultry meat is healthier than other meat types, convenient price and much more. Meat consumption has shifted over time from beef, veal, mutton to greater consumption poultry due to changing tastes, costs, increase in the household income and the acceptance of poultry meat to all religions where pork is forbidden in Muslims and beef is prohibited to Hindus [2] . India, one of largest developing country, is contributing to the expansion of poultry sector through its transformation from a backyard system of rearing into a good commercial activity together with the emergence of vertically integrated poultry producers that have reduced the marketing costs and increased its production [3] . With regard to Jammu and Kashmir, it has been seen that the region spends good amount of resources on its poultry requirements and is managing almost three-fourth of its requirements locally with large quantity of poultry meat being consumed in Kashmir [4] . Despite the growth of poultry meat consumption in Kashmir, there is lack of research on identifying the factors influencing its preference and pattern of consumption. With this background, an attempt was made to study the consumption pattern of poultry meat among the consumers in Srinagar city, the summer capital of J&K. The main aim of the study was to help in planning of different variety of poultry-based farming with better merchandise process and helping policymakers to introduce programmes so people can access good quality poultry meat at reasonable price. Materials and Methods The present study was carried out in Srinagar district of Jammu and Kashmir through an ex-