ABSTRACT

 This study was carried out to evaluate the marketing of broiler in· Umuahia South Local Government Area, Abia State with the specific aim to identify the socioeconomic characteristics, determine the marketing channel, estimate the marketing cost and return and factors affecting broiler marketing in the study area. Cross sectional data was used to draw a total of 60 respondents. Data were obtained using a structured questionnaire. Data analysis were done using descriptive statistics and multiple regression. Result showed that majority of broiler marketers in the study area are male 70%. Majority of them were between 30- 49 years old and have had 1-7 years of experience in broiler marketing.78% of them practice intensive system of production. The result also showed that 43% of the marketers were teachers. It further showed that transportation cost is the most important cost accounting for 83.33%. The net farm income is N174,469. Cost of chick is N52,500 of the total cost. Transportation cost appears to be the biggest problem encountered by broiler marketers. The exponential was chosen as the lead equation because it has the highest number of significant variables. As transportation cost affect the broiler marketers. It is therefore necessary for government to reduce the cost of fuel so as to enable the transporters to reduce the cost of transportation.