ABSTRACT

 The study evaluated goat marketing in Urnuahia agricultural zone of Abia state. The broad objective was the evaluation of goat marketing in Umuahia agricultural zone. Well structured questionnaires were used to collect data from 44 respondents (retailers). Three markets were purposively selected for the study. The data obtained were analysed with the use of descriptive statistics such as means, frequencies and percentages, multiple regression analysis, cost and returns. The results obtained from socio-economic characteristics of the respondents showed that it contributed to the successful performance of marketing. The correlation analysis showed that the price variations in the various markets were independent of each other. The regression result showed that the independent variables included in the model accounted for about 80.14% of the total variation in the dependent variable. The semi log functional form was chosen as the lead equation based on the magnitude of the coefficient of multiple determinations (R2). F-ratio and the number of variables that are significant as they conform to a priori expectations. Age, marketing experience, size of stock and capital expenses were statistically significant at 5%, 1% and 5% respectively and positively related to profitability while supply price and transportation cost were significant at 5% respectively and negatively related to profitability. The result of the cost and returns showed that average total profit made by goat dealers is N12, 451, N800 and the average profit per marketer in N282, 995. the major problem faced by goat dealers are lack of unit measurement, financial difficulties, thefi, high cost of transportation and no access to loan. Generally, the marketing sector needs to be improved upon in order to obtain protection in the overall performance of the sector.