The objective of this study was to determine how consumers' demographic characteristics affect their broiler purchase decision and consumption. The study based on primary data of 40 consumers of four different occupations like farmer, religious leader, service holder and businessman were purposively selected from different villages of Savar upazila under Dhaka district. Average consumption of broiler per month per person was highest in the families of businessmen followed by that of service holders, religious leaders and farmers. This survey indicated that religious leaders and service holders had more choice on broiler compared with other occupational group. Besides, older people and high income groups dislike broiler than their younger counterpart and lower income people. Most of the consumers liked live broiler for its low price and preferable weight 1.5 — 2.0 kg to them. Finally most of the consumers preferred broiler compared to indigenous poultry for their guest and for social festivals and believed it is suitable for all ages of people and in all seasons.