Marketing of commercial poultry in Faisalabad city (Pakistan)
2005
Maqbool, A. | Bakhsh, K.,University of Agriculture, Faisalabad(Pakistan). Dept. of Development Economics and Environmental andResource Economics
This study has been conducted to discuss the present marketingsystem of poultry, poultry meat and eggs, its costs, margins andprofits and finally problems and potential solutions in Faisalabad city.For the purpose of this study, primary data was collected fromdifferent stakeholders by using personal interview technique. Resultsof the study show that marketing system of poultry is traditional innature. On an average, the profit margin in case of the commissionagents was Rs. 257.13 per 40 kg whereas in case of retailer, the profitmargin was Rs 145.2 per 40 kg. The profit margin in case of eggs was42.06% in case of salesmen, 33.07% in case of wholesalers and 48.5% incase of retailers. Marketing costs incurred by the commission agentswas Rs. 12.87 per 40 kg. It was also found that middlemen wereexploiting poultry producers by exhorting a large portion ofconsumer's rupee. Therefore, producers were not getting remunerationaccording to the value of their products. Minimizing role of middlemen,providing marketing information to producers, strengthening marketinginfrastructure and facilitating producers with easy access to veterinaryservices are the important steps that should be taken immediately bypolicy makers and other concerned bodies to boost up poultry farmingin Pakistan.
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