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