Marketing of commercial poultry in Faisalabad city (Pakistan)

Abstract

This study has been conducted to discuss the present marketing system of poultry, poultry meat and eggs, its costs, margins and profits and finally problems and potential solutions in Faisalabad city. For the purpose of this study, primary data was collected from different stakeholders by using personal interview technique. Results of the study show that marketing system of poultry is traditional in nature. On an average, the profit margin in case of the commission agents was Rs.257.13 per 40 kg whereas in case of retailer, the profit margin was Rs145.2 per 40 kg .The profit margin in case of eggs was 42.06% in case of salesmen, 33.07% in case of wholesalers and 48.5% in case of retailers. Marketing costs incurred by the commission agents was Rs.12.87 per 40 kg. It was also found that middlemen were exploiting poultry producers by exhorting a large portion of consumer’s rupee. Therefore, producers were not getting remuneration according to the value of their products. Minimizing role of middlemen, providing marketing information to producers, strengthening marketing infrastructure and facilitating producers with easy access to veterinary services are the important steps that should be taken immediately by policy makers and other concerned bodies to boost up poultry farming in Pakistan.