The paper compares the profitability, price, marketing and consumption of broiler in bird flu rumour period with that in normal period. Savar upazila and Dhaka city were selected as producing and consuming areas respectively. Twenty farm owners, 25 intermediaries and 40 consumers were interviewed. Farmers earned only Tk 61 in bird flu period compared with Tk 112 in normal period by investing Tk 100 in poultry production. Marketing chain became shorter and marketing cost increased in abnormal period. Marketing margin and profit of traders decreased significantly due to low volume of trade. Consumers did not respond instantaneously to the rumour and average fall in price in bird flu period was three times as much as price fall in normal period. Over one-half of consumers totally stopped consuming broiler due to rumour of bird flu.