Marketing of Exotic Chicken Products and Constraints under Small Scale Intensive Urban Poultry Production in Addis Ababa

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1 World Journl of Agriculturl Sciences 14 (1): 17-24, 2018 ISSN IDOSI Pulictions, 2018 DOI: /idosi.wjs Mrketing of Exotic Chicken Products nd Constrints under Smll Scle Intensive Urn Poultry Production in Addis A Neiyu Yemne, Berhn Tmir nd Ashenfi Mengistu 1 College of Agriculture, Ar Minch University, Ar Minch Ethiopi 2 College of Veterinry Medicine nd Agriculture, Addis A University, Dere-zeit, Ethiopi Astrct: The study ws conducted with the ojective of ssessing the exotic chicken products mrketing systems nd constrints in Addis A. A totl of 156 poultry frmers, 30 locl retil shops, 30 collectors nd 30 supermrkets were included in the study. The min ctors involved in purchse of exotic poultry products from smll scle intensive poultry frms were urn privte consumers, collectors, locl retil shops, pstries, resturnts nd sncks houses. Most (47.4%) of the smll scle intensive poultry frmers of the study re sell the dily collected eggs to the locl retil shops round their residence. Five exotic chicken eggs mrket chnnels were identified in the study re. On the other hnd, three mrket chnnels were identified in cse of spent lyers selling. Most (59.6%) of the smll scle intensive poultry frmers in the study re hve ccess for purchsing poultry frm inputs in their surrounding while the rest (40.4%) hve no ccess in the nery re. Mjority (85.9%) of the urn smll scle intensive poultry frmers trnsported the dily collected eggs to the mrket center on foot using hnd sket. Mjority (42.3%) of the urn smll scle intensive poultry frmers consume chicken eggs twice week while the urn consumers in resturnts nd sncks houses consume more thn three times week (40%). Both the smll scle intensive poultry frmers nd urn consumers consume chicken met more thn three times yer in prticulr during religious festivls nd on specil occsions. There ws significnt (P<0.001) difference etween poultry frmers nd urn consumers in the preference nd consumption frequency of chicken eggs. The price of eggs nd spent lyers were significntly (P<0.05) different in different occsions t the frm gte, locl retil shops nd collectors. The sesonl prices of eggs in supermrkets were not vrile (P>0.05) while dressed chicken met prices were significntly vrile (P<0.05). The prices of live locl nd exotic chicken hve een incresing from time to time hile the price of dressed chicken met fluctutes. Higher price ws offered for locl chicken eggs thn exotic. But nowdys, the price offered for exotic chicken eggs ecome higher thn the locl chicken eggs. The min constrints encountered in selling of poultry products were poor mrket for spent lyer (1st), lck of their own mrket center for selling (2nd), lrge scle poultry frms mrket interference (3rd) nd price fluctution (4th) ccording to their importnce. Key words: Egg Exotic chicken Mrketing Smll scle system Urn consumers INTRODUCTION commercil product. An efficient mrketing system is needed for vilility of product supply t fir price Commercil lyer frming is not only source of nd to encourge higher production [1]. Due to the high employment, income nd food ut lso criticl to strong popultion growth in Afric nd growing income, the socio-culturl linkge. To meet up the incresing demnd, demnd for eggs nd poultry met hs significntly prt from egg production, efficient egg mrketing is incresed in recent yers cross lrge prts of the necessry. It is difficult to run profitle usiness continent [2]. The consumption of poultry nd eggs will without proper nd orgnized mrketing system. increse y 200% etween 2010 nd 2020 for t lest some Therefore, mrketing is very importnt fctor for egg s countries in su-shrn Afric [3]. Corresponding Author: Neiyu Yemne, College of Agriculture, Ar Minch University, Ar Minch Ethiopi. 17

2 Ethiopi, one of the most populous countries in scle intensive urn poultry frmers were included for Afric, is huge mrket for poultry, despite the high level the study,these were 33, 27, 34, 37 nd 25 selected chicken popultion. While chicken consumption remined rndomly from Gullele, Bole, Nifsilk-lfto, Akki-klity low for so long t less thn 1 kg per person per yer [4] nd Yek Su-cities, respectively. The smple size for the mrket demnd is incresing prticulrly in the ech su-city ws sed on proportionl smpling. The Ethiopi cpitl Addis A nd mny other mjor cities. smple size (N) ws determined using the formul Over the previous three decdes or so, however, the recommended y Arshm [7]. For poultry products susector hs een showing shift to industril mrketing ssessment, purposive smpling technique production with n increse in smll- nd medium-scle ws employed sed on their prticiption in exotic producers tht hve een estlished to exploit minly poultry products mrketing; therefore, purposively urn mrkets. An emerging middle-clss urn sector selected 30 locl retil shops, 30 collectors nd 30 with higher income nd more uying power hs oosted supermrkets were interviewed. the demnd for poultry products, nd this hs led directly to expnsion of poultry production prticulrly within Dt Collection Method nd Anlysis: Primry dt were urn nd peri-urn res. Lrge-scle investment is collected through interviews with the id of structured following the oom of the smll-scle urn nd peri- questionnire which ws dministered y the resercher urn poultry producer [5]. However, there is little or no nd trined enumertors. The price of chicken nd eggs reserch conducted on the commercil chicken products were recorded t Christins nd Muslim festivls, on the mrketing system nd constrints. Thus, there is need New Yer celertion nd on the yer round sis t to undertke scientific study on the mrketing system of different mrket centers. All the collected dt were coded poultry products nd identifying the constrints. Hving nd entered into dt se using sttisticl pckge for this in mind the ojective of this study ws to ssess the socil sciences (SPSS). Descriptive sttistics such s exotic chicken products mrketing nd identifying the men, stndrd error, percentiles, frequencies, ANOVA constrints under smll scle intensive system of urn (Anlysis of vrince) nd chi-squre test of the SPSS poultry production. sttisticl softwre were used to nlyze the dt [8]. MATERIALS AND METHODS RESULTS Study Ares: The study ws conducted in Addis A, Min Actors in Purchse of Exotic Poultry Products: the cpitl city of Ethiopi. Addis A is situted t Mrketing of exotic chicken products in the study re ltitude of 90 3 North nd Est nd n ltitude of ws prcticed t frm-gte, locl retil shops, 2408 meters ove se level. The verge minimum nd supermrkets nd collectors shops (Tle 1). The min mximum nnul tempertures re 9.4 C nd 23.2 C, ctors involved in purchse of exotic poultry products respectively nd the men nnul rinfll is 1201 mm. The from smll scle intensive poultry frms were urn totl re of the city is out 527 km2 nd the totl humn privte consumers, collectors, locl retil shops, pstries, popultion ws estimted to e 3,273,000 [6]. resturnts nd sncks houses. Supermrkets re lso the min ctors involved in exotic poultry products mrketing Smpling Procedure nd Smple Size: Su-cities nd ut they purchsed the eggs form lrge scle poultry smll scle intensive urn poultry frmers were selected frms nd whole sellers. Most (47.4%) of the smll scle using two-stge smpling technique. The first stge intensive poultry frmers of the study re sell the dily involved purposive selection of five Su-cities out of the collected eggs to the locl retil shops round their ten Su-cities sed on the prctice nd the vilility residence while 16%, 12.8%, 10.9%, 7.7% nd 5.1% sell to of smll scle intensive poultry frms in those res. the resturnts, collectors, privte consumers, sncks Thus, Gullele, Bole, Nifsilk-lfto, Akki-klity nd Yek houses nd pstries, respectively. The min resons of Su-cities were selected for the study. In the second choice to which they re selling ws proximity to stge, smll scle intensive urn poultry frmers were home/frm (55.8%), regulr clients (25.6%) nd etter price selected rndomly from the list of urn poultry frmers (18.6%). None of the interviewed smll scle intensive from ech selected Su-city. Thus, smples of 156 smll poultry frmers sell the eggs to supermrkets. 18

3 Tle 1: Min ctors involved in purchsing of exotic poultry products Vrile Numer of respondents % Actors involved in purchsing Locl retil shops Resturnts Collectors Privte consumers Sncks houses Pstries Resons of choice Proximity to home/frm Regulr clients Better price Mrketing Chnnels of Exotic Poultry Products: According to the present study, exotic chicken products were sold direct to the privte consumers, locl retil shops, resturnts, pstries, sncks houses nd collectors. Five exotic chicken eggs mrket chnnels were identified in the study re. The chnnels were: Chnnel one = Producer Consumer Chnnel two = Producer Collector locl retil shops Consumer Chnnel three = Producer Locl retil shops Consumer Chnnel four = Producer Collector (resturnt, pstry & snck house) Customer Chnnel five = Producer (Resturnt, Pstry & Snck house) Customer Mrketing Chnnel three ws found to e the most dominnt egg mrket outlet in the smll scle intensive urn poultry production in the study re. On the other hnd, three mrket chnnels were identified in cse of spent lyers selling. The chnnels were: Chnnel one = Producer Consumer Chnnel two = Producer Collector Consumer Chnnel three = Producer Resturnt Customer Among the three mrket chnnels of spent lyer mrketing, chnnel one ws found to e the dominnt mrket outlet in the study re during depopultion of the spent lyers which usully held during religious festivls nd Ethiopin New Yer celertion time. Mrket Access nd Mens of Trnsporttion for Frm Inputs nd Outputs: Most (59.6%) of the smll scle intensive poultry frmers in the study re stted tht they hve ccess for purchsing poultry frm inputs in their surrounding while the rest (40.4%) hve no ccess in the nery re (Tle 2). On the other hnd, (65.4%) of the interviewed poultry frmers sid tht they hve ccess for selling poultry products t the frm gte, to the locl retil shops, resturnts, collectors nd consumers while (34.6%) of them hd no ccess for selling in the nery re. All (100%) of the interviewed smll scle intensive poultry frmers of the study re purchsed the frm inputs from privte compnies reside in Addis A nd the surrounding towns. For trnsporting frm inputs like feeds nd irds they minly used pulic trnsport (90.4%) nd on foot using hired lour (9.6%). Mjority (85.9%) of the urn smll scle intensive poultry frmers trnsported the dily collected eggs to the mrket center on foot using hnd sket while the rest (14.1%) used pulic trnsport. Preference nd Frequency of Consumption of Poultry Products: The urn smll scle intensive poultry frmers nd the urn consumers of the study re minly preferred locl poultry products for consumption (Tle 3). Mjority (42.3%) of the urn smll scle intensive poultry frmers indicted tht they consume chicken eggs twice week while the urn consumers in resturnts nd sncks houses consume more thn three times week (40%). Both the smll scle intensive poultry frmers nd urn consumers consume chicken met more thn three times yer in prticulr during religious festivls nd on specil occsions. The chi-squre test indicted tht, there ws significnt (P<0.001) difference etween poultry frmers nd urn consumers in the preference nd consumption frequency of chicken eggs. Sesonl Prices of Poultry Products nd Price Trend: The verge price of poultry products t different sesons nd mrket centers is presented in Tle 4. The price of eggs nd spent lyers were significntly (P<0.05) different in different occsions t the frm gte, locl retil shops nd collectors. The sesonl prices of eggs in supermrkets were not vrile (P>0.05) while dressed chicken met prices were significntly vrile (P<0.05). As illustrted in Figure 1, the prices of live locl nd exotic chicken hve een incresing from time to time while the price of dressed chicken met fluctutes. The locl live chicken fetches higher price thn the exotic spent lyer in ll the 5 yers considered. As shown in Figure 2, higher price ws offered for locl chicken eggs thn exotic. But nowdys, the price offered for exotic chicken eggs ecome higher thn the locl chicken eggs. 19

4 Tle 2: Mrket ccess nd mens of trnsporttion for poultry frm inputs nd outputs Vrile Numer of respondents % Mrket ccess for inputs Yes No Mrket ccess for outputs Yes No Mens of trnsporttion for frm output Using vehicle On foot Mens of trnsporttion for frm inputs Using vehicle On foot Tle 3: Preference nd frequency of consumption of poultry products Poultry frmers (N=156) Urn consumers (N=105) Vrile N (%) N (%) 2 X -vlue p-vlue Chicken met preference Exotic 27(17.3) 8(7.6) Locl 98(62.8) 74(70.5) Eqully preferred 31(19.9) 23(21.9) Eggs preference Exotic 12(7.7) 6(5.7) *** Locl 102(65.4) 93(88.6) Eqully preferred 42(26.9) 6(5.7) Chicken met consumption frequency Once yer 11(7.1) 5(4.8) Twice yer 23(14.7) 20(19.0) Three times yer 46(29.5) 26(24.8) More thn three times yer 76(48.7) 54(51.4) Egg consumption frequency Once week 34(21.8) 13(12.4) *** Twice week 66(42.3) 24(22.9) Three times week 40(25.6) 26(24.8) More thn three times week 16(10.3) 42(40.0) ***significnt t less thn 1% level of significnce Tle 4: Price of poultry products t different occsions t different mrket centers Price in Birr of eggs, spent lyer nd dressed chicken met Vrile Yer round Christin festivl Muslim festivl New yer celertion Overll men p-vlue (Men+SE) Producer (N=156) Eggs Spent lyer c Collectors (N=30) Eggs Spent lyer Supermrkets (N=30) Eggs Dressed chicken met/kg Locl retil shops (N=30) Eggs d c ,,c,d Lest squre mens with different superscripts within row re significntly different (P<0.05) 20

5 Fig. 1: Price trend of live nd dressed chicken met in the lst five yers Fig. 2: Price trend of exotic nd locl chicken eggs in the lst five yers Tle 5: Poultry mrketing constrints in smll scle intensive urn poultry frming Constrints st 1 nd 2 rd 3 Index Rnk During purchsing High price of feed Unvilility of pullets in time High price of pullets Trnsporttion cost During selling Poor mrket for spent lyer Lck of their own mrket center Lrge scle frms mrket interference Price fluctution Mrketing Constrints: The study reveled tht smll tkes plced in vrious plces including: urn mrkets, scle intensive poultry frmers in the study re locl mrkets, t lrger district mrkets nd frm gtes. encountered different mrket constrints during The min ctors involved in exotic poultry products purchsing of frm inputs nd selling of poultry products mrketing in the study re were urn privte consumers, (Tle 5). The min constrints encountered during producers, collectors, locl retil shops, pstries, purchsing of poultry frm inputs were high price of feed resturnts, sncks houses nd supermrkets, which st nd (1 ), unvilility of pullets in time (2 ), high price of corroorted the reported villge chicken nd egg rd th pullets (3 ) nd trnsporttion cost (4 ). On the other mrketing system in Bure town [10]. This suggests tht hnd, the min constrints encountered in selling of there is similrity of ctors involved in exotic chicken st poultry products were poor mrket for spent lyer (1 ), products mrketing in oth ig cities nd towns of nd lck of their own mrket center for selling (2 ), lrge scle different loclities. rd poultry frms mrket interference (3 ) nd price The smll scle intensive urn poultry frmers in th fluctution (4 ) ccording to their importnce. the study re re not VAT (Vlue dded tx) registered nd they minly sell the eggs to the locl retil shops DISCUSSION with lower price. This might e due to the fct tht the locl retil shops do not request receipt from the In greement to the current study, Meseret et l. [9] poultry frmers for the purchsing of eggs. On the other nd Fisseh nd Tdelle [10] reported tht egg mrketing hnd, most of the ig hotels nd resturnts, pstries nd 21

6 supermrkets were vt registered due to the new tx the differences in economic sttus of consumers, the system nd need receipt for ech purchse of poultry chicken price, presence of other sustitutes like eef nd products. Thus, they minly purchse the poultry mutton nd the influence of fsting period in the study products from vt registered producers nd whole sellers re. The chicken eggs were minly consumed twice per so s to mke their finncil system leglized. However, week y the smll scle intensive poultry frmers while this tx system hs led most of the smll scle intensive the urn consumers consumed more thn three times per urn poultry frmer s from getting the mximum profit week. This difference might e due to the fct tht the mrgin from the sle of eggs due to selling of eggs with urn consumers minly consume in the sncks houses lower price minly for the locl retil shops. nd resturnts tht prepred mostly egg dishes t rek The dominnt mrket chnnel for exotic chicken eggs fsts time nd this led them to consume egg dishes most in the study re ws selling of the eggs y producers of the time. directly to the locl retil shops tht will finlly e Most of the time smll scle intensive poultry frmers reching to consumers, which differed it tht reported in the study re do not consider the time of spent lyer y Meseret et l. [9] for villge chicken mrketing system disposl to coincide with festivl period t the time of where the frmers directly sell their chicken to consumers purchsing the pullets due to the unvilility of pullets nd/or to smll retil (Trders) who tke them to lrge on time of request from the source. Thus, they re oliged urn centers. In cse of spent lyers mrketing, the to sell the spent lyer with lower price t the time of spent producers minly sell directly to consumers in prticulr lyer disposl. The price of spent lyer ws reltively during religious festivls nd specil occsions. Similrly, lower thn locl chicken due to the consumer s Kene et l. [11] in Est Show zone reported tht the two preference for locl chicken reeds for scrifice. Similrly, lrgest chicken mrketing chnnels in poultry production Kene et l. [11] reported tht during holidys, consumers re frmers directly sell to consumers nd frmers sell to prefer to uy locl reeds hving prticulr colours for smll retil trders who tke the chicken to lrge urn scrifices nd culturl resons due to the fct tht modern centers. frmers produce exotic reeds hving either red or white Mjority of the smll scle intensive poultry frmers colour nd do not supply preferred coloured chickens. nd urn consumers of the study re minly preferred However, those urn consumers tht preferred exotic locl chicken products for consumption due to its flvor chicken products over the locl one might e due to the nd tste, which ws in greement with Durmus et l. [12] higher price of locl chicken products which is where locl chicken were mostly preferred y consumers unffordle during festivl periods. due to its nturl, flvour nd mnul slughter. The higher selling price for exotic chicken products t According to Tiksz et l. [13] consumers prefer the frm supermrkets might e due to VAT registrtion which chicken due to the helthiness nd high qulity of this llows someone to engge into commercil ctivities product which is in greement with the present study. involving the production nd distriution of goods nd Sonly nd Swn[14] lso reported tht in oth urn the provision of services with dded vlue. Wheres, the nd prticulrly rurl mrkets, locl chicken met is locl shopkeepers nd mjority of the collectors re not preferred due to its flvor thn exotic roiler chicken met VAT registered nd s result they sell with lower price nd the tougher muscle texture which is more suited to thn supermrkets. The present study reveled tht the dishes with longer cooking time, such s soup. Very few price of exotic chicken eggs ws influenced y festivl urn consumers in the study re preferred exotic periods t the frm gte, locl shopkeepers nd collector s chicken for consumption due to the high price of locl shops wheres the prices in supermrkets didn t chicken in prticulr during religious nd New Yer significntly vry. The sttisticl significnt difference festivls. Chicken met consumption y the smll scle oserved on the price of dressed chicken met t different intensive poultry fmers nd urn consumers ws minly festivity in the present study were in greement with the more thn three times yer y considering religious report of Fisseh nd Tdelle[10] nd Kene et l. [11] festivls nd specil occsions in the form of Doro wt. who oserved the influence of religious festivity on the According to Durmu [12] nerly hlf of the people in price of chicken products. Turkey consume poultry met t lest once week which The price offered for locl chicken products ws ws much frequently thn the frequency of chicken met higher thn the price offered for exotic chicken products consumption in the study re. This difference in for the lst severl yers in the study re. Currently, the frequency of chicken met consumption might e due to price offered for exotic chicken eggs ecome higher thn 22

7 the locl chicken eggs owing to the high demnd y the min suppliers of exotic chicken eggs nd dressed resturnts nd pstries for its lrger size nd less chnce chicken met for the resturnts. of spoilge. However, the price consumers willing to py for the spent lyer ws still lower thn the locl chicken. ACKNOWLEDGEMENTS A premium price for locl chicken might e due to the fct tht the met is tstier, strong flvored, tougher nd The uthors cknowledge Ar Minch University retins its texture when prepring trditionl dishes like nd Addis A University for sponsoring this study. Doro wt one of Ethiopi s most fmous dishes minly served during holidys nd on specil occsion. The price REFERENCES of exotic dressed chicken met is lso incresing from time to time due to the increse in demnd for dressed chicken 1. Omr, M., H. Hussin, G.A. Bhtti nd M. Altf, met y the resturnts nd urn consumers. Testing of rndom wlks in Krchi Stock Exchnge, Currently, the involvement of government Finnce Mngement, 54: enterprises in the provision of poultry frm inputs 2. WHO (World helth orgniztion), World ecome reduced due to the privtiztion policy tht the helth sttistics. government hs een implementing in chnging en/. governmentl enterprises into privte enterprises. 3. USDA (United Sttes deprtment of griculture), However, the privte enterprises re not providing the Interntionl egg nd poultry report. poultry frm inputs t its required mount, qulity nd on 4. Dvis, Kurt Jr., Top five opportunities for time of request in prticulr in the provision of dy old investment in Ethiopi. chicks nd pullets. Moreover, the unvilility of top-5-opportunities-for-investment-in-ethiopi-prtformulted poultry feed supply in the nery re which ii/. incurred high trnsporttion cost. 5. Pgni, P. nd A. Wossene, Review of the new In greement with the current study, Mqool et l. fetures of the Ethiopin poultry sector: Biosecurity [15] reported tht the min prolems encountered in implictions. FAO, Rome.Aville online mrketing of commercil poultry products in Pkistn were thttp:// the price of feed nd medicine, trnsporttion, nd lcking 6. CSA (Centrl Sttisticl Agency), Popultion of helth fcilities. Poor sells for the spent lyer due to Projection of Ethiopi for All Regions t Wered low interest of consumers in consuming exotic chicken, Level from lck of their own mrket center so s to get the mximum 7. Arshm, H., Pertured mtrix inversion with profit mrgin y selling to the finl consumer, the ppliction to liner progrm simplex method. Applied interference of lrge scle poultry frms in reducing the Mtimtics nd Competition, 188: selling price during festivl periods nd price fluctution 8. SPSS (Sttisticl Pckge for Socil Sciences), due to the influence of fsting period were the constrints SPSS for Windows. User s Guide: Sttistics Version encountered during selling of poultry products. 20. Inc. Cry, NC. 9. Meseret, M., D. Solomon nd D. Tdelle, CONCLUSION Mrketing System, Socio Economic Role nd Intr Household Dynmics of Indigenous Chicken in Selling of eggs to the locl retil shops ws one of the Gomm Wered, Jimm Zone, Ethiopi. Livestock dominnt mrket chnnels in smll scle intensive urn Reserch for Rurl Development, 23(6). poultry frming. Pstries nd resturnts minly preferred 10. Fisseh, M. nd D. Tdelle, Chrcteriztion of exotic chicken eggs. There is high price for chicken villge chicken nd egg mrketing systems of Bure products during festivl period due to the trdition of district, North-West Ethiopi. Livestock Reserch for using Doro wt during festivities nd the ffordility of Rurl Development, 22(10). the chickens y mjority households. The high price of 11. Kene, Y., D. Legesse nd Y. Alemu, Chllenges feeds nd poor sles for spent lyers is the min mrket nd Opportunities of Livestock Mrketing in constrint fced in smll scle intensive urn poultry Ethiopi. Proc. 10th Annul conference of the production in the study re. Poultry products collectors Ethiopin Society of Animl Production (ESAP) held plyed gret role in the supply of exotic eggs for in Addis A, Ethiopi, August 22-24, ESAP, pstries nd sncks houses while the supermrkets re Addis A, pp:

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