SUMMARY
The paper goal was to study consumer behaviour for poultry meat. In this purpose 100 individuals participated to a questionnaire based survey in a supermarket of Bucharest. Specific methods of marketing research in such a case assured the statistical processing of the respondents’ answers. The results pointed out an increased consumption of poultry meat, a preference for fresh chicken meat which is daily bought or 2-3 times a week in a varied amount ranging between 1-1.5 kg depending on consumer’s income for covering the family need. The main factors influencing consumer buying decision are the sensorial meat characteristics, meat quality, origin, price, prepaking grade. As a conclusion producers have to pay more attention to these aspects in their future strategy for producing and commercialising poultry meat.