Sheep marketing performance: A case study of Khartoum State, Sudan

Abstract

The main objective of this study is to investigate the possibility of improving marketing efficiency, regarding the emphasis concerning marketing cost and margins. The study was based on both primary and secondary data. Primary data was collected through questionnaires, and the questionnaires were applied to the wholesalers, producers and retailers through stratified random sampling, while secondary data was obtained from sources related to the study area. Descriptive statistics analysis and marketing performance measurements were used as tools of analysis. The study showed that, the sheep marketing performance was featured by high transportation costs, costs’ losses and mortality, taxes and multiple fees. In order to reduce marketing costs, the study recommended construction and improvement of infrastructures (for example, roads and transportation means, improvement of loading and un-loading practices and utilization of large well equipped trucks suitable for physical characteristics of animals), and that the governments should reduce the imposed taxes and multiple fees on producers and traders, as well as establish risk management units in the areas where armed robbery and insecurity are prevalent. Key words: Sheep marketing, marketing costs, marketing performance.