American Journal of Food and Nutrition
ISSN (Print): 2374-1155 ISSN (Online): 2374-1163 Website: Editor-in-chief: Mihalis Panagiotidis
Open Access
Journal Browser
American Journal of Food and Nutrition. 2017, 5(1), 28-40
DOI: 10.12691/ajfn-5-1-4
Open AccessArticle

Marketing of Live Poultry in Northwest of Dhaka City –A Value Chain Analysis

Islam S.1, , Begum J.1, Hossain M. I.2 and Khatun M.1

1Socioeconomic Research Division; Bangladesh Livestock Research Institute, Savar, Dhaka

2Department of Agri-business and Marketing; Bangladesh Agricultural University, Mymensingh

Pub. Date: February 16, 2017

Cite this paper:
Islam S., Begum J., Hossain M. I. and Khatun M.. Marketing of Live Poultry in Northwest of Dhaka City –A Value Chain Analysis. American Journal of Food and Nutrition. 2017; 5(1):28-40. doi: 10.12691/ajfn-5-1-4


The poultry sub-sector contributing a lot in expediting economic growth and abating malnutrition for the people of Bangladesh. This study attempts to identify the actors involved in value chain and their functions, and to estimate the value addition of different actors in live poultry marketing; Spatial and seasonal price fluctuations of poultry also investigated by using secondary data. Primary data were collected by using pretested questionnaire from the 250 respondents distributing 150 farmers, 70 traders and 50 consumers. Tabular, graphical, simple statistics and ratio to moving average were used for reaching the objectives. The prime market actors performed marketing functions were poultry farmers, faria, beparie, wholesalers and retailers. The longer marketing channel was found for native chicken followed by broiler and sonali. The production costs per quintal of live poultry were BDT 7,300, BDT 17,063 and BDT 9,488, respectively for native chicken, sonali and broiler. The net return was found BDT 5,182, BDT 3,714 and BDT 1,123 per quintal, respectively for native, sonali and broiler. Total marketing cost of native chicken was 1.24 times higher than sonali and 1.21 times higher than broiler. In terms of net marketing margins native chickens market actors received 5.44 times higher return than broiler and 1.93 times higher return than sonali. Among the different market actors for native chicken, faria incurred highest marketing cost followed by retailer and bepari. For the sonali and broiler bird marketing, retailer incurred highest cost followed by bepari and wholesaler. Among intermediaries of poultry marketing retailers received highest net margin although they incurred second highest marketing cost. The percentages of total value addition cost and total net profit by different intermediaries for native chicken, major cost was borne by retailers and major net profit was earned by retailers. For sonali bird marketing, major cost was borne by retailers and major net profit was earned by bepari. For broiler marketing, major cost was borne by retailers and major net profit is earned by retailers. The seasonal price indices of broiler at retail level price in Dhaka Sadar and Savar market during 2010 to 2014, the price index was highest in the month of June and July and lowest in the month of November and December, respectively. In retail level the coefficient of variation of broiler is highest in Dhaka Sadar followed by Savar. It revealed that at Dhaka Sadar price risk of broiler is higher compare to Savar. The national level coefficients of variation of native chicken were found highest for medium followed by small and large size of birds. Majority of the consumers showed negative opinion in case of processed poultry meat. As live poultry marketing brought serious health diseases where near about 58% of market actors suffered different diseases. For sustainable and environment friendly poultry business need to ensure bio-security, halal method and hygienic way of poultry processing.

live poultry market actors marketing system value addition

Creative CommonsThis work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit


[1]  Acharya, S. S. and Agarwal, N. L. (1994). Agricultural Marketing in India. New Delhi, Oxford and EH Publishing Co. Pvt. Ltd. Pp-125-140.
[2]  BBS (2013). Statistical Yearbooks. Bangladesh. Bangladesh Bureau of Statistics, Statistics Division, Ministry of Planning, Government of the People’s Republic of Bangladesh, Dhaka, Bangladesh.
[3]  Begum, I. A., (2008). Prospects and Potentialities of Vertically Integrated Contract Farming in Bangladesh, Unpublished PhD thesis, Department of Agricultural Development Economics, Hokkaido University, Japan.
[4]  CLP Market Assessment (2010). Market System for desi chicken/eggs-Gaibandha chars.
[5]  DLS (2015). Department of Livestock Services, Ministry of Fisheries and Livestock, Government of the Peoples' Republic of Bangladesh, Dhaka.
[6]  Department of Agricultural Marketing, (DAM). District Wise Monthly Wholesale Price of Native Chicken and Broiler of Bangladesh, Ministry of Agriculture, Government of the Peoples' Republic of Bangladesh, Dhaka.
[7]  FAO (2008). Poultry Sector Country Review-Bangladesh by Frands Dolberg.
[8]  International Food Policy Research Institute (2003). Demand projections for poultry products and poultry feeds in Bangladesh by Nabiul Islam, Markets and Structural Studies Division, 2003 K Street, N.W. htt://
[9]  Prabakaran, R., (2003). Good Practices in Planning and Management of Integrated Commercial Poultry Production in South Asia, FAO Animal production and health paper, 159, Food and Agriculture Organization of the United Nations, Rome, Italy.
[10]  Tomek, W.G. and Robinson, K. L. (1990). Agricultural Product Prices, 3rd ed., Cornell University Press.Ithaca and London.
[11]  Uddin, MT., Islam, MM., Salam, S., and Yasmin, S. (2013). Economics of native poultry rearing in the coastal regions of Bangladesh. Bang. J. Anim. Sci. 2013.42 (1): 49-56.
[12]  USDA (United States Department of Agriculture). Agriculture Fact Book 1998. Chapter 1. Online. Retrieved June 7, 1999.