Effects of timing, customer, and location on smallholder broiler sales in Rwanda

Abstract

SUMMARY: Studies of broiler sales in Sub-Saharan Africa have mostly focused on West Africa, particularly Nigeria. Similar studies in countries like Rwanda are lacking. The absence of marketing and sales strategies is a major constraint to strengthening Rwanda's poultry industry. However, these strategies require an understanding of purchasing behavior. In this study, we examined daily broilers sales from a development project that supported smallholder production in Rwanda, with a particular focus on the effects of seasonality, timing, type of customer, and urban-rural locale. Results indicated significant temporal patterns in broiler sales. However, temporal patterns depended on location (Kigali, Musanze, or Rubavu). For instance, sales in the urban district (Kigali) were significantly higher (on average) in July and December due to summer festivities and the holiday season. Whereas in the periurban district (Musanze), sales were relative more consistent throughout the year. Particularly interesting were results for customer type. Results revealed the importance of middlemen (local traders) in Kigali, as indicated by increased direct engagement with restaurants, hotels, and households (relative to local traders) being associated with lower overall sales. The direct opposite was the case in Musanze with higher overall sales from direct engagement with households and businesses relative to local traders. Meanwhile, direct sales to meat shops relative to local traders resulted in higher sales in the rural district, Rubavu. These results could inform management and marketing strategies moving forward and would be particularly useful in determining how to expand smallholder broiler sales.

Keywords

• Africa
• broiler
• chicken
• Rwanda
• sales