ANALYSIS OF BROILER MARKETING PERFORMANCE IN ZARIA LOCAL GOVERNMENT AREA OF KADUNA STATE

Abstract

This study analysed the performance of broiler marketing in Zaria Local Government Area of Kaduna State. The main objective was to analyze the performance of broiler marketing in Zaria Local Government area, while the specific objectives were to examine the performance of broiler marketing in terms of the marketing cost and returns, marketing margin and marketing efficiency, as well as identify factors affecting the income of broiler marketers in the study area. Both primary and secondary data were used for the study, primary data was collected using questionnaire administered
to forty-five respondents from each category; producer-marketers and sole marketers which are selected purposively and randomly across major markets and production areas in the study area. The result of the study showed that the business was profitable though with high marketing margin in terms of economic efficiency, the marketing was efficient. The significant variables influencing the income of the producer-marketers were marketing experience, purchase cost, feed cost and other variables such as electricity, depreciation and rent. For the sole marketers, the significant variables influencing their income were marketing experience, age. Experience, feed cost and level of formal education. It is recommended that government should put into consideration the significant variables in policy formulation and provide conducive environment for the private sector to invest in this business in order to address the meat demand of the citizenry.