EFFECTS OF DIVERSIFICATION STRATEGY ON MARKETING PERFORMANCE OF POULTRY ENTERPRISES IN ABIA STATE, NIGERIA

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