This article is devoted to the study of consumer behavior of residents of the city of Ryazan in the meat market. The purpose of the study is to identify the main factors influencing the choice of consumers when purchasing meat products, as well as to analyze the trends in meat consumption among the population of the region. The authors present a study of consumer behavior in the meat market of the city of Ryazan. The study examines the main factors influencing the choice of meat products by residents of the city, including price preferences, product quality, brand, assortment, and service level. The study analyzes the structure of demand and identifies the most popular types of meat and shopping formats (supermarkets, markets, and specialized stores). The authors paid special attention to studying consumer motivation, their attitude towards domestic and imported manufacturers, and the impact of advertising and promotions on purchasing decisions. The results of the study allow us to identify key market trends and can be used to develop effective marketing strategies and increase the competitiveness of meat industry enterprises in the region. The study is based on the results of a sociological survey conducted among residents of the city of Ryazan, and includes a statistical analysis of the obtained data. The conclusions and recommendations presented in the study are aimed at improving the effectiveness of marketing strategies for enterprises operating in the regional meat market. The analysis of consumer behavior in the meat and meat products market remains relevant, as it allows manufacturers and trading organizations to respond promptly to changes in consumer tastes, preferences, and behavior, and to effectively manage product ranges, pricing, and marketing strategies.