A Study of Production and Marketing System of Srivijaya Naked Neck Crossbred Chicken

Abstract

The purpose of this research was to study the production and marketing system of Srivijaya naked neck crossbred chicken in Nakhon Sri Thammarat province. Data were collected from a sample of 30 farmers and 12 samples from wholesale, retail merchants, and community restaurants through a structured interview form. The study focused on the cost and return of producing Srivijaya naked neck crossbred chicken in a single generation with an average age of 12 weeks. Farmers earned an average net income per production cycle of 3.09 baht/bird/production cycle, and the average income over cash cost was 18.68 baht/bird/production cycle with a return on investment (ROI) ratio of 2.82. The average total cost of raising Srivijaya naked neck crossbred chicken was 109.41 baht/bird/production cycle, which was separated into fixed and variable costs. The fixed cost consisted of depreciation and opportunity cost, which were non-cash. The largest fixed cost was the opportunity cost of investment. The three important variable costs included feed, with the highest percentage at 72.93 percent, breeding cost, which accounted for 10.97 percent, and non-cash household labor, accounting for 8.96 percent, respectively.

            The distribution channel showed that farmers preferred selling Srivijaya naked neck crossbred chicken to community consumers/community restaurants, which accounted for 63.33 percent, followed by merchants in the local area, which accounted for 26.67 percent, and distribution to wholesale/retail merchants, which accounted for 10.00 percent, respectively. Regarding the focus group, together with crossbred chicken farmers, local gathering merchants, wholesalers/retailers, and restaurant operators, a total of 12 participants proposed guidelines for developing the production of commercial Srivijaya naked neck crossbred chicken by using marketing tools (4P's). These guidelines consisted of products that consumers prefer: crossbred chickens that are soft, have a firm texture, and are not sticky, with a body weight of about 1.2 – 1.5 kilograms. As for the price, the price was considered suitable for the expected quality. Distribution channels should focus on expanding to reach consumers both online and offline. Marketing promotions should include education about the nutritional values of crossbred chicken. In addition, all sectors involved should promote it to create awareness and help increase the demand for native crossbred chicken consumption in the future.