Augustine, IisaShukla, Ruchira2026-07-292026-07-292017-10-10Augustine, I., & Shukla, R. (2017). A study of consumer preferences and market potential for poultry products in Kumi district of Uganda. International Journal of Current Microbiology and Applied Sciences, 6(10), 2800–2813. https://doi.org/10.20546/ijcmas.2017.610.328.2319-7706https://bdears.busitema.ac.ug/handle/123456789/8316Journal ArticleA study was conducted to understand consumer preferences and market potential for the backyard poultry rearing system in Kumi district of Uganda. This study revealed that 70% of the consumers included poultry products in their menus often and 10% included daily. Poultry traders in Kumi district dealt mainly with indigenous chicken breeds as their customers preferred them to others due to taste and less chemical residues.70% of individual consumers considered taste as first priority when choosing chicken.80% of individual consumers preferred backyard chickens to other chicken or poultry breeds. 57.5% of the consumers preferred consuming chicken once in a week, 32.5% preferred consuming it fortnightly and only 10% preferred consuming it every day.100% of the consumers preferred eggs from backyard chickens. However, due to scarcity of the backyard chicken eggs, 75% of the consumers bought exotic layers eggs. A market potential within Kumi District alone for poultry was computed to be 3,290,588 birds per year, for which 20% is for broilers (i.e. 658,118 birds) and the rest being for backyard poultry, (i.e. 2,632,470 birds). Key words: Poultry, Market, potential, Consumer preferenceenArticle