Market Structure Marketing Channel and Supply Chain of Betong Chicken in Pattani Yala and Narathiwat Provinces

  • ปิยะนันท์ นวลหนูปล้อง Programe of Tropical Agricultural Resource Management, Faculty of Natural Resources, Prince of Songkla University, Songkhla
  • ไชยวรรณ วัฒนจันทร์ Department of Animal Science Faculty of Natural Resources, Prince of Songkla University, Songkhla, Thailand
  • สุธา วัฒนสิทธิ์ Department of Animal Science Faculty of Natural Resources, Prince of Songkla University, Songkhla, Thailand
  • บัญชา สมบูรณ์สุข Department of Agricultural Development Faculty of Natural Resources, Prince of Songkla University, Songkhla, Thailand
Keywords: market structure, marketing channel, supply chain, Betong chicken

Abstract

The purposed of this study was to analyzed market structure, marketing channel, and supply chain of Betong chicken in Pattani, Yala, and Narathiwat provinces. Eleven Betong chicken farmers, two Betong traders, and four entrepreneurs were selected as purposive sources of data. Structured questionnaires and in-depth interviews were used to gather the data. To recheck the accuracy of information, triangulation technique was applied before qualitative and quantitative data analysis. The results revealed that the market structure of Betong chicken approached a pure oligopoly.
This Marketing channel was started from farmers (100%) who supplied Betong chicken to collecting agents (100%) before passing to wholesale merchants (100%) who slaughtered and sold carcasses to entrepreneurs for consumers. The entrepreneurs could be classified into chicken rice vendors, restaurants, and hotel. The supply chain of Betong chicken consisted of five groups: (1) commercial farmers who operated as group of network, (2) collecting agents, (3) wholesalers, (4) entrepreneurs, and (5) consumers however, the collecting agents and wholesalers who were the same person.

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Published
2019-12-28
How to Cite
นวลหนูปล้องป., วัฒนจันทร์ไ., วัฒนสิทธิ์ส., & สมบูรณ์สุขบ. (2019). Market Structure Marketing Channel and Supply Chain of Betong Chicken in Pattani Yala and Narathiwat Provinces. Journal of Agricultural Research and Extension, 36(3), 78-85. Retrieved from https://li01.tci-thaijo.org/index.php/MJUJN/article/view/232963