ABSTRACT

The study evaluated poultry and poultry product marketing chain in Abia state, Nigeria. A major objective of this study among others is to analyze the factors affecting poultry product marketing orientation and to examine the relationship between annual income and degree of poultry production and marketing. It specifically identified the5 socio-economic characteristics of the respondents, examined the market structure for poultry products in the study area, determined the profitability of poultry and poultry product marketing and determined the influence of some socio-economic characteristics on the sales revenue of respondents. Primary data used in this study was generated through the administration of structured questionnaire to the 100 respondents randomly selected from the poultry and poultry product marketers in the study area. Though, 80 questionnaires were returned, but after cross-examination, 41 were considered valid for the purpose of the study. Data collected were analyzed using Descriptive Statistics, Multiple Regression and Pearson Correlation Coefficient. Descriptive statistics such as frequency and percentages were used to analyze the socio-economic characteristics of respondents while multiple regression analysis was employed to analyze the factors affecting poultry product marketing orientation in the study area. Pearson’s correlation coefficient was used to examine the relationship between annual income and degree of poultry production and marketing. Considering the result drawn from the study, marketing of poultry and poultry product is profitable and can be further increased through grading and standardization. The result also showed that Poultry production system in Abia state is characterized by very low input-output ratio due to many systematically interlinked constraints. The study determined the factors influencing market orientation of poultry and poultry product marketers, and analyzed the influence of income on degree of farming of poultry and poultry product marketers. Poultry marketers complained of transportation difficulties, storage facilities, poor access to credit facilities and diseases as the major constraints they faced in their marketing effort. It is therefore recommended that government agencies and their stakeholders should help ameliorate these constraints so as to ensure sustainability of the industry and to ensure the availability of poultry products to consumers as at when needed so as to achieve United Nation Millennium Development Goals (MDGs) of Food sustainability.

TABLE OF CONTENTS

Title Page - - - - - - - - - - i

Declaration - - - - - - - - - - ii

Certification - - - - - - - - - iii

Dedication - - - - - - - - - - iv

Acknowledgment - - - - - - - - - v

Table of Contents - - - - - - - - - vi-xi

Abstract - - - - - - - - - - xii

CHAPTER ONE

1.0 Introduction - - - - - - - - - 1

1.1 Background to the Study - - - - - - - 1-5

1.2 Statement of Problem - - - - - - - 5-6

1.3 Objectives of the Study - - - - - - - 7

1.4 Research Questions - - - - - - - 7

1.5 Research Hypotheses - - - - - - - 8

1.6 Significance of the Study - - - - - - - 8

1.7 Scope of the Study - - - - - - - 8-9

1.8 Limitations of the Study - - - - - - - 9

CHAPTER TWO

2.0 Review of Related Literature - - - - - - 10

2.1 Concept of Poultry and Poultry Farming - - - - 10-11

2.2 Prospects and Challenges Facing Poultry Production in Nigeria - 11-13

2.3 Basic Concept of Market and Marketing - - - - 13-16

2.4 Marketing System - - - - - - - - 16-17

2.5 Marketing Efficiency - - - - - - - 17-19

2.6 Marketing Channels - - - - - - - 19-20

2.7 Market Chain and Business Support Services - - - - 20

2.8 Approaches involved in the Study of Agricultural Marketing - 21

2.8.1 Functional Approach - - - - - - 21

2.8.2 Institutional Approach - - - - - 21-22

2.8.3 Commodity Approach - - - - - - -- 22

CHAPTER THREE

3.0 Research Methodology - - - - - - - 23

3.1 Area of Study - - - - - - - - 23

3.2 Method of Data Collection - - - - - - 24

3.3 Sampling Size and Method of Sampling - - - - 24

3.4 Method of Data Analysis - - - - - - - 25

3.5 Model Specification - - - - - - - 25-26

CHAPTER FOUR 

4.0 Results and Findings - - - - - - - 27

4.1 Socio-economic Characteristics - - - - - 27

4.1.1 Sex of the Respondents - - - - - - 28

4.1.2 Age of Farmers - - - - - - - - 29

4.1.3 Educational Level of Respondents - - - - - 29

4.1.4 Degree of Farming - - - - - - - - 30

4.1.5 Annual Income - - - - - - - - 30

4.1.6 Experience - - - - - - - - - 30

4.1.7 Household Size - - - - - - - - 31

4.1.8 Marital Status of the Respondents - - - - - 31

4.1.9 Market Orientation - - - - - - - 31

4.2 Analysis of the Estimation of Factors Influencing Market Orientation

of Poultry and Poultry Product Marketers - - - - - 32-34

4.3 Analysis of the Influence of Income on Degree of Farming of Poultry 

and Poultry Product marketers - - - - - - 34-35

CHAPTER FIVE

5.0 Summary of Findings, Conclusion and Recommendations - - 36

5.1 Summary - - - - - - - - - 36

5.2 Conclusion - - - - - - - - - 36-38

5.3 Recommendations - - - - - - - - 38-39

References 

Appendixes