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