Exploring the Effects of Information and Communication Technologies in the Marketing of Broiler Birds in Enugu State, Nigeria.

Abstract

Information-intensive and precise knowledge-based marketing approaches is a key aspect in ensuring the long-term viability of agriculture. Unfortunately, the economic potential of information and communication technologies used in agricultural marketing is not fully utilized. This study, therefore, unravelled the effects of information and communication technologies in the marketing of broiler birds in Enugu state, Nigeria. Primary data collected from 90 marketers were analysed using descriptive and inferential statistics. The result showed that all the marketers accessed and used mobile phones very often to communicate with their customers but only a few (40%) used social media platforms while radio and television were rarely used. The gross margin analysis showed that broiler marketing was a viable enterprise with ₦80,972.72 (USD 197.29) gross margin monthly. The degree of use of information and communication technologies, level of education and marketing experience significantly affected the revenue margin of the respondents. High cost of information and communication technology facilities, inconsistence power supply, poor network coverage and connectivity and high cost of airtime and data were among the major constraints faced by the marketers. The study recommends that the problem of inconsistent power supply and poor network coverage should be rectified by the government and the network providers, respectively. The national communication commission should as a matter of urgency regulate, moderate and reduce the high call tariffs and internet data cost to enhance the profit margin of the broiler marketers.