A comparative study on economic efficiency of supply chain of poultry products in super shops and regular shops in Chittagong metro area

Abstract

The study on modern retail marketing of high-value agricultural commodities is of inevitable importance in the developing countries like Bangladesh. The supply of poultry meat and egg by farmers to modern retail outlets has brought in a new form of organized marketing based on consumer demand. The study has assessed the efficiency of supply chain of super shops and regular shops by marketing margin in super shops and regular shops chains in Chittagong Metropolitan area. It has been revealed that supply chain-I (Poultry farm→ Super shop) was efficient chain in case of poultry meat marketing systems, which was regular a shop chain. In case of egg marketing system chain-I (Poultry farm→ Super shop) was more efficient this was also a regular shop chain. The super shops chain has been found more efficient than the regular shops chains in case of both poultry meat and poultry egg marketing system. The study identified some problems such as high transportation cost, price fluctuation, quality degradation, unnecessary middleman intervention etc and also suggested measures for these problems.