The Ghazipur Chicken Market is one of Asia’s largest wholesale-cum-retail poultry markets, located in the National Capital Region (NCR) of eastern Delhi, India. Due to its regional significance, it attracts many customers across the metropolitan capital city. Keeping this in view, this study was conducted to examine the consumption behaviour towards chicken in the region and the factors affecting it. Data were collected from 100 consumers at the market from May to June 2022 using a purposive sampling technique. Regression analysis showed that larger households and higher-income earners spend more on chicken while highlighting the significant influence of age and religion on chicken consumption patterns. Practical concerns such as affordability and health benefits drive chicken selection, while market location and hygiene were identified as major constraints. In addition to analyzing market structure, conduct, performance, and integration, infrastructure improvements are essential. These include establishing dedicated slaughterhouses, implementing proper waste management systems, controlling water pollution, expanding market zones, increasing veterinary support, and setting up a dedicated canteen for workers and visitors. These measures aim to enhance the consumer experience, promote food safety, and improve market efficiency locally and globally

Chicken consumption, consumer behaviour, Ghazipur Chicken Market, food safety, market infrastructure

The study conducted at the Ghazipur Chicken Market in NCR of Delhi provides valuable insights into its diverse consumer base's chicken consumption patterns and preferences. The analysis revealed that household size and income are the most significant factors influencing monthly chicken expenditure, with larger households and higher-income earners spending more. While religion plays a role in consumption, other factors, such as education and family type, were not statistically significant. The study also highlighted practical concerns such as affordability, health benefits, and economic factors as key drivers in chicken selection, with market location and hygiene identified as major constraints. Several suggestions are recommended to improve the overall market experience and address the challenges identified. First, the market infrastructure should be upgraded by establishing separate shops and slaughterhouses at a suitable location, ensuring all transactions occur efficiently. A proper dumping site should be created to manage waste scientifically and maintain disease-free conditions. Additionally, drainage water should be regularly monitored to prevent pollution of nearby water bodies. Expanding the market into four distinct zones could improve crowd management and ease of access. Furthermore, one or two additional veterinary doctors should be stationed at the market for regular health check-ups of poultry, ensuring the quality and safety of the products. Lastly, building a separate canteen would promote better hygiene and offer consumers a cleaner environment while shopping. These measures would significantly enhance the consumer experience, promote food safety, and improve overall market efficiency

Shahid Gul, Swadesh Prakash, Shakir Ahmad Mir, Uzair Shafiq Khanday and Aadil Hussain Magloo (2025). Analyzing Consumer Preferences: Insights from the Ghazipur Chicken Market in Delhi, India. Biological Forum, 17(4): 44-49