THE CHALLENGES AND PROSPECTS OF MARKETING POULTRY AND POULTRY PRODUCTS I N KUMASI. A CASE STUDY OF AKATE FARMS TRADING AND COMPANY LIMITED.

•                TABLE OF CONTENTS DECLARATION------------------------------------------------------------------------------------------------------1 ABSTRACT----------------------------------------------------------------------------------------------------------3 ACKNOWLEDGEMENT------------------------------------------------------------------------------------------4 DEDICATION -------------------------------------------------------------------------------------------------------5 Table of Contents--------------------------------------------------------------------------------------------------6 LIST OF TABLES--------------------------------------------------------------------------------------------------9 LIST OF FIGURES-----------------------------------------------------------------------------------------------11 

Chapter ONE

INTRODUCTION

• ---------------------------------------------------------------------------------------------------1 
• 1.0INTRODUCTION-----------------------------------------------------------------------------------------------1 
• 1.1Background of the Study--------------------------------------------------------------------------------------1 
• 1.2Statement of the Problem-------------------------------------------------------------------------------------2 
• 1.3Research Objectives--------------------------------------------------------------------------------------------3 
• 1.4Research Questions--------------------------------------------------------------------------------------------3 
• 1.5Purpose of the Study-------------------------------------------------------------------------------------------4 
• 1.6Scope of the Research------------------------------------------------------------------------------------------5 
• 1.7Research Methodology-------------------------------------------------------------------------------------------5 
• 1.8Organisation of the Study----------------------------------------------------------------------------------------5 
• 1.9Limitations of the Study------------------------------------------------------------------------------------------6 

Chapter TWO

LITERATURE REVIEW

• --------------------------------------------------------------------------------------------------------7 LITERATURE REVIEW-----------------------------------------------------------------------------------------------7 
• 2.0Introduction----------------------------------------------------------------------------------------------------------7 
• 2.1Poultry Marketing--------------------------------------------------------------------------------------------------7 2.
• 1.2Poultry as a marketable Product.......................................................................................... 8 
• 2.2Demand and Supply of Poultry Products-------------------------------------------------------------------9 
• 2.3Processing of Poultry-------------------------------------------------------------------------------------------12 
• 2.4Inspection and Grading------------------------------------------------------------------------------------------13 
• 2.5Marketing and Distribution channels of Poultry Products in Ghana----------------------------------13 
• 2.6Packaging-----------------------------------------------------------------------------------------------------------14 2.
• 6.1Types of Packaging--------------------------------------------------------------------------------------------15 2.
• 6.2Role of Packaging-----------------------------------------------------------------------------------------------15 2.
• 6.3Packaging of Poultry Products in Ghana------------------------------------------------------------------15 
• 2.7Storage of Poultry Products--------------------------------------------------------------------------------------16 
• 2.8Marketing Agents and Distributors-----------------------------------------------------------------------------16 
• 2.9Customer-------------------------------------------------------------------------------------------------------------17 
• 2.10Quality of Poultry Products-------------------------------------------------------------------------------------18 2.
• 10.1Appearance (Colour)-------------------------------------------------------------------------------------------19 2.
• 10.2Texture-----------------------------------------------------------------------------------------------------------20 2.
• 10.3Flavour------------------------------------------------------------------------------------------------------------21 
• 2.11Value Addition of Poultry Products---------------------------------------------------------------------------22 
• 2.12Sanitation Challenges that affect Poultry Product Quality-----------------------------------------------22 2.
• 12.1Diseases Affecting Poultry Product Quality----------------------------------------------------------------23 2.
• 12.2Feed as a factor Affecting poultry product Quality--------------------------------------------------------23 
• 2.13Other Challenges of Marketing Poultry Products-------------------------------------------------------------24 2.
• 13.1Poultry Products Imports-----------------------------------------------------------------------------------------24 2.
• 13.2Climate---------------------------------------------------------------------------------------------------------------26 2.
• 13.3Availability of Capital---------------------------------------------------------------------------------------------26 2.
• 13.4Poor Management-------------------------------------------------------------------------------------------------27 
• 2.14Poultry Marketing Problems---------------------------------------------------------------------------------------28 2.
• 14.1Product Standardization and Grading-------------------------------------------------------------------------29 2.
• 15.1Pricing Mechanism--------------------------------------------------------------------------------------------------30 2.
• 15.2Transportation to Market Areas----------------------------------------------------------------------------------32 
• 2.16Poultry Economic Policies-------------------------------------------------------------------------------------------32 
• 2.17Prospects of the Market-----------------------------------------------------------------------------------------------33 

Chapter THREE

RESEARCH METHODOLOGY

• -----------------------------------------------------------------------------------------------------------35 METHODOLOGY-------------------------------------------------------------------------------------------------------------35 
• 3.0Introduction----------------------------------------------------------------------------------------------------------------35 
• 3.1Research Population-----------------------------------------------------------------------------------------------------36 
• 3.2Sampling Frame----------------------------------------------------------------------------------------------------------36 
• 3.3Sampling and Sampling Techniques--------------------------------------------------------------------------------36 
• 3.4Sources of Data-----------------------------------------------------------------------------------------------------------38 
• 3.5Data Collection Instruments--------------------------------------------------------------------------------------------39 
• 3.6Pre-test/Pilot Survey-------------------------------------------------------------------------------------------------------39  
• 3.7Data Analysis----------------------------------------------------------------------------------------------------------------39 
• 3.8Profile of Akate Farms Trading and Company Limited-------------------------------------------------------------39 3.
• 8.1Management Philosophy-------------------------------------------------------------------------------------------------40 3.
• 8.2Mission------------------------------------------------------------------------------------------------------------------------40 3.
• 8.3Human Resource Management----------------------------------------------------------------------------------------41 3.
• 8.4Challenges-------------------------------------------------------------------------------------------------------------------43 3.
• 8.5Future Plans and Prospects---------------------------------------------------------------------------------------------43 

Chapter FOUR

DATA PRESENTATION AND ANALYSIS

• -----------------------------------------------------------------------------------------------------------------44 DATA PRESENTATION, ANALYSIS AND DISCUSSION----------------------------------------------------------------44 
• 4.0Introduction---------------------------------------------------------------------------------------------------------------------44 
• 4.1Demographic Characteristics of Respondents------------------------------------------------------------------------44 4.
• 1.2Gender of Respondents--------------------------------------------------------------------------------------------------44 4.
• 1.3Age of Respondents---------------------------------------------------------------------------------------------------------454.
• 1.4Educational Background of Respondents------------------------------------------------------------------------------46 4.
• 1.5Religious Background of Respondents ---------------------------------------------------------------------------------47 
• 4.2Respondents’ Knowledge about Relevance of Marketing------------------------------------------------------------48 
• 4.3Marketing Planning, Product Design and Packaging at Akate Farms----------------------------------------------48 
• 4.4Sales Strategies------------------------------------------------------------------------------------------------------------------49 
• 4.5Respondents’ Opinion on the Growth or Decline of Poultry the Industry-------------------------------------------50 
• 4.6Factors Which Dictate Respondents Preference of Eggs from Akate Farms--------------------------------------50 4.
• 6.1Factors Which Dictate Respondents Preference of Dressed Birds from Akate Farms------------------------54 4.
• 6.2Factors Which Dictate Respondents Preference of Live Birds from Akate Farms------------------------------55 
• 4.2Demands for Akate Farm Products-------------------------------------------------------------------------------------------56 
• 4.3Price Challenges------------------------------------------------------------------------------------------------------------------57 
• 4.5Sales Problems-----------------------------------------------------------------------------------------------------------------58 
• 4.6Other Challenges of Poultry Marketing 59
• 4.7Prospects of Poultry Production and Marketing-----------60 

Chapter FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

• ----------------------------------------------------------------------------------------------------------------62 FINDINGS, CONCLUSION AND RECOMMENDATIONS-----------------------------------------------------------62 
• 5.0Introduction-----------------------------------------------------------------------------------------------------------------62 
• 5.1Findings----------------------------------------------------------------------------------------------------------------------62 5.
• 1.2Prospects of Marketing Poultry and Poultry Products at Akate Farms------------------------------------64 
• 5.2CONCLUSION-------------------------------------------------------------------------------------------------------------64 
• 5.3RECOMMENDATIONS--------------------------------------------------------------------------------------------------65 REFERENCES------------------------------------------------------------------------------------------------------------------67 APPENDIX------------------------------------------------------------------------------------------------------------------------71