Cattle Marketing in Jos Metropolis of Plateau State, Nigeria

Okeke-Agulu K.I, Ochelle B


Efficient marketing system is a necessary prerequisite for the consolidation of the growth and development of cattle production industry. Hence this study was carried out to determine the profitability or otherwise of the cattle trading, the marketing efficiency and the problems confronting the traders in Jos metropolis of Plateau State Nigeria. Primary data was generated through focus group discussion technique. Questionnaire schedules were used to elicit further information from the cattle traders. The sample frame comprised all the traders in the markets from where 120 respondents were systematically selected. Marketing margin, profit margin and marketing efficiency models were used to analyze the data. Result show, that on average each respondent makes profit margin (monthly income) of ₦90450. The marketing margin is 15.5%. Analysis of the marketing efficiency also shows that it is inefficient (89%) as costs constitute a very high percentage of sales. Some of the trader’s problems include lack of basic market infrastructure, inadequate livestock inspection by the veterinary authorities, inadequate transport facilities and multiple taxation by legal and illegal entities. The study recommends the amelioration of these problems as it will go a long way in consolidating the growth already achieved in cattle production and marketing in the study area.

Keywords: Cattle Marketing, Marketing Efficiency, Profit margin, Jos metropolis

DOI: 10.7176/JESD/10-14-04

Publication date:July 31st 2019

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