This research was conducted in Sokoto metropolis to examine
the structure and conduct of beef marketing. Data were collected
using three sets of structured questionnaires, one each for the
producers, retailers and consumers. Ten respondents were randomly
selected from each category making 30 respondents in each Local
Government. This gives a total of 90 respondents as the sample size
for the study. The data generated were analyzed using descriptive
statistics (frequencies and percentages), measures of marketing
efficiency, Gini coefficient and budgeting. A Gini coefficient of 0.24
showed that marketing is perfectly competitive in the study area.
Marketing profitability of #275,361 showed that beef marketing is
profitable in the study area. Marketing is also efficient in the study
area, with a value of 6.72. Breaking or subsidizing the price is the
behavior adopted by the respondents in order to get more buyers.
The result showed that, effort should be made to improving beef
marketing in the study area. It has been recommended that,
government and the private sector should be part of beef marketing
in the study area and an ultra modern abattoir should be built.