Market Dynamics and Efficiency Analysis of Native Chicken Trade in Phatthalung Province
DOI:
https://doi.org/10.14456/jare-mju.2024.59Keywords:
native chicken, market structure, marketing margin, marketing efficiencyAbstract
This study aimed to examine the general characteristics of the native chicken trade, including the marketing structure, behavior, and operational results in Phatthalung Province's native chicken market. Data were collected from three groups of native chicken traders: 6 local collectors, 4 provincial collectors, and 16 retail chicken traders. Questionnaires were employed for data collection, followed by descriptive and quantitative data analysis. The study revealed that many sellers characterize the live chicken market structure and relatively few buyers, whereas the carcass chicken market has many buyers but few sellers. Local collectors' analysis of the live chicken market indicated a marketing margin of 8.40 Baht per kilogram. Price and technical marketing efficiency are reported at 112.24 and 9.17, respectively. Provincial collectors experience a marketing margin of 17.59 Baht per kilogram, and price marketing efficiency and technical marketing efficiency at 124.73 and 5.04, respectively. Retailers purchasing carcass chicken directly from farmers report a marketing margin of 63.04 Baht per kilogram, and price marketing efficiency and technical marketing efficiency at 191.41 and 3.12, respectively. Retailers who buy chicken from collectors see a marketing margin of 59.29 Baht per kilogram, and price marketing efficiency and technical marketing efficiency at 179.05 and 2.21, respectively.
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