ABSTRACT

Poultry business is lucrative and economically vibrant. This study ascertained the effects of diversification strategy on marketing performance of poultry enterprises in Abia State, Nigeria. The study had specific objectives which were ascertained. The study ascertained the diversification strategy adopted by poultry enterprises in the study area. It evaluated the cost and benefits of adopting diversification strategy, identified factors  that affect the extent of diversification among poultry enterprises and finally ascertained the effects of diversification in marketing performance of poultry farmers. The study prove that male are dominant in the business with relatively educated operators and marketers. the age boundary is about 38 years which showed that energetic persons are into the business with relatively high experience. The greater percent of the poultry farmers are married and the diversification or number of income yielding business is about 6 – 10 number of poultry animals. Distributing a product line was mostly practiced in the study area.  The greatest benefit of diversification was increase of income in the study area. Cost of diversification is the high cost implication and lack of expertise. Problems of poultry enterprises were bad road and transportation in the study area. The study proved that diversification improves the marketing performance and profit of poultry enterprises. Factors that affect diversifications were expertise cost of diversification, number of workers, income, resource availability and competitors’ activities.

TABLE OF CONTENTS

Title page i

Declaration ii

Certification iii

Dedication iv

Acknowledgment v

Table of contents vi

List of tables ix

Abstract x

CHAPTER ONE

1.0 INTRODUCTION 1

1.1 Background of the study 1

1.2 Statement of the problem 2

1.3 Objectives of the study 4

1.4 Research questions 4

1.5 Research hypotheses 5

1.6 Significant of the study 5

1.7 Limitations of the study 6

CHAPTER TWO

2.0      REVIEW OF RELATED LITERATURE 7

2.1 Conceptual view of diversification 7

2.2 Motives for diversification 7

2.3 Demerits of diversification 8

2.4 Factors necessitating diversification 9

2.5 An overview of poultry in Nigeria 12

2.6 Categories of poultry birds 13

2.7 Various form of chicken 14

2.7.1 Other poultry business that abound in Africa 19

2.7.2 Poultry business in Nigeria 20

2.8 Profit potential in poultry business in Nigeria 20

2.8.1  Strategies for a successful poultry business in Nigeria 21

CHAPTER THREE

3.0 RESEARCH METHODOLOGY 24

3.1 Research design 24

3.2 Area of the study 24

3.3 Population of the study 25

3.4 Determination of sample size 25

3.5 Sampling techniques 26

3.6 Method of data collection 26

3.7 Method of the data analysis 27

3.8 Validity and reliability 29

CHAPTER FOUR

4.0 RESULTS AND DISCUSSION 30

4.1 Diversification strategy adopted by poultry enterprises and socio-economic characteristics 31

4.2 Evaluating the cost and benefits of diversification 38

4.3 Analyzing factors affecting the extent of diversification poultry 

farmers 40

CHAPTER FIVE

5.0 SUMMARY OF FINDINGS, CONCLUSION AND 

RECOMMENDATION 45

5.1 Summary of findings 45

5.2 Conclusion 46

5.3 Recommendation 47

REFERNCES

Appendix

LIST OF TABLES

Table 4.1 Distribution and return of questionnaires

Table 4.1.2: Distribution on age of the respondents

Table 4.1.3: Distribution on gender

Table 4.1.4: Distribution on marital status

Table 4.2: Distribution on household

Table 4.2.1: Distribution on education qualification

Table 4.2.2: Distribution on number of poultry animals

Table 4.2.3: Distribution on diversification strategy

Table 4.3.1: Distribution on the benefits

Table: 4.3.2: Distribution on the costs 

Table 4.4: Distribution on problem

Table 4.4.1: Analyzing factors affecting the extent of diversification among poultry farmers