Organization and performance of chicken egg marketing in Northern Ghana

Abstract

This study examined the organization and performance of chicken egg marketing in northern Ghana, relying on cross-sectional data from 180 randomly selected chicken egg marketers. Using descriptive statistics, Gini coefficient and gross margin analysis, the results revealed four chicken egg marketing channels, viz. Direct sales to consumers, itinerant wholesalers, sedentary wholesalers and retailers. The retailer marketing channel is the most patronized channel in the study area, followed by the wholesaler channel. The consumer marketing channel is the least patronized channel. A chicken egg marketer earns an average monthly gross margin and net return of GH₵807.40 and GH₵692.10, respectively. These findings suggest that the checking egg marketing in northern Ghana is lucrative. The Gini Coefficient of 55.87% implies moderate inequality among the marketers, and the market share is said to be oligopolistic.

Keywords

• Market structure and conduct
• Market performance
• Market constraints
• Gini coefficient
• Northern Ghana