Analysing the Determinants of Fresh Beef Consumption and its Marketing Efficiency in Nigeria: A Rural Perspective

Fig. 1.

Challenges to fresh beef consumption on the basis of ranking (n = 1,115)

Challenge	Frequency	Percentage	Ranking
Income of HH	789	70.76	1th
Price of beef	556	49.87	2nd
Market availability	467	41.88	3rd
Health problem	302	27.09	4th
Taste	223	20.00	5th
Household size	201	18.03	6th
Age	190	17.04	7th

Socio-economic attributes of consumers influencing fresh beef consumption (double-log output)

Parameter	Coefficient	Standard error	t-value	Level of sig.
Constant	−2.1820	1.2010	−1.81	0.071*
Age (X1)	−0.0487	0.0209	−2.28	0.024*
Gender (X2)	−0.1407	0.3482	−0.40	0.686ns
Edu level (X3)	0.0718	0.0489	1.46	0.143ns
M/status (X4)	−0.1393	0.3547	−0.39	0.695ns
H/H size (X5)	0.1096	0.0351	3.11	0.002**
Income (X6)	0.0016	0.0008	2.09	0.037*
Occupation (X7)	0.6363	0.3997	1.59	0.113ns
Taste (X8)	0.0027	0.0018	15.06	0.000***
M/E/B (X9)	0.0011	0.0021	5.41	0.000***
M/E/S (X10)	0.5070	0.1222	4.14	0.000***
F/C/B (X11)	−2.1820	1.2010	−1.81	0.071*
R2	0.865 (86.5%)
R2 adjusted	0.858 (85.8%)
F-ratio	134.744***

Distribution of socio-economic characteristics of fresh beef consumers based on age, gender, marital status and household size

S/No.	Variables	Frequency	Percentage
1.	Age
	20–30	27	2.42
	31–40	33	2.96
	41–50	710	63.68
	Above 50	345	30.94
	Total	1 115	100.00
2.	Gender
	Male	780	69.96
	Female	335	30.04
	Total	1 115	100.00
3.	Marital status
	Single	362	32.47
	Married	605	54.26
	Divorcee	89	7.98
	Widower	59	5.29
	Total	1 115	100.00
4.	Household size
	< 5	535	47.98
	6–10	252	22.60
	11–15	84	7.53
	16–20	143	12.83
	Above 20	101	9.06

Summary of demographic statistics of fresh beef marketers in Maiha LGA

Variable	Minimum	Maximum	Mean	Standard dev.
Age	27.00	69.00	31.60	7,701.00
Education level	6.00	12.00	9.50	3,296.00
Household size	1.00	30.00	8.00	1,771.00
Monthly income (₦)	20,000	456,000	37,353.70	9,114,300.00

Marketing efficiency of fresh beef in Maiha LGA, Adamawa State, Nigeria

Item		Unit	Unit cost (₦)		Quantity	Total cost (₦)	Percentage (%)
Gross receipt (GR)
Fresh beef		kg		2,000	30,300	60,600,000	89.02
Skin		kg		800	2,525	2,020,000	2.97
Ingester		kg		1,700	3,030	5,151,000	7.57
Horn/bone		kg		30	10,100	303,000	0.44
Total gross receipts (TGR)						68,074,000	100.00
Marketing expenses
Cost of slaughtering		per cow		1,000		101,000	0.24
Cost of flaying		per cow		1,500		151,500	0.37
Cost of beef purchased		kg		1,300	30,805	40,046,500	97.87
Cost of loading/offloading		per cow		500		50,500	0.12
Transportation cost		per cow		600		60,600	0.14
Cost of packaging		kg		10		303,000	0.74
Cost of storage				200		20,200	0.04
Cost of tax				800		80,800	0.19
Miscellaneous				1,000		101,000	0.20
Total marketing expenses (TME)						40,915,100	100.00
Depreciation on fixed cost
Wheel barrow						1,049,340.23	42.38
Knife						191,480.43	7.73
Table						1,235,450.09	49.89
Total depreciation on fixed cost						2,476,270.75	100.00
Total marketing cost (TVC)						43,391,370.75
Gross margin (GM) = TR – TVC						24,682,629.25
Marketing efficiency (ME) = GR/Me × 100						1.56 (156%)

Distribution of socio-economic characteristics of fresh beef marketers based on age, gender, marital status and household size

S/No.	Variable	Frequency	Percentage
1.	Age
	20–30	24	17.02
	31–40	43	30.50
	41–50	54	38.30
	Above 50	20	14.18
	Total	141	100.00
2.	Gender
	Male	141	100
	Female	-	-
	Total	141	100.00
3.	Marital status
	Single	29	20.57
	Married	78	55.32
	Divorcee	19	13.48
	Widower	15	10.63
	Total	141	100.00
4.	Household size
	<5	46	32.62
	6–10	36	25.53
	11–15	23	16.31
	16–20	19	13.48
	Above 20	17	12.06
	Total	141	100.00

Distribution of socio-economic characteristics of fresh beef marketers based on income, educational level, years of experience and membership of an association

S/No.	Variable	Frequency	Percentage
1.	Education level
	Non-Formal	25	17.73
	Primary	38	26.95
	Secondary	55	39.01
	Tertiary	23	16.31
	Total	141	100.00
2.	Monthly income
	₦20,000	32	22.70
	₦21,000–₦50,000	35	24.82
	Above ₦50,000	74	52.48
	Total	141	100.00
3.	Years of experience
	< 5	20	14.20
	6–10	45	31.91
	11–15	58	41.13
	16–20	10	7.09
	Above 20	08	5.67
	Total	141	100.00
4.	Membership
	Yes	110	78.01
	No	31	21.99
	Total	141	100.00

Summary of demographic statistics of fresh beef consumers in Maiha LGA

Variable	Minimum	Maximum	Mean	Standard dev.
Age	29.00	75.00	33.32	9.25
Education level	6.00	16.00	11.94	4.06
Household size	1.00	25.00	7.00	5.00
Monthly income (₦)	20,000	100,000	36,353.68	21,570.86

Distribution of socio-economic variables of fresh beef consumers based on income, occupation, monthly expenditure on fresh beef and education level

	Variable	Frequency	Percentage
1.	Education level
	Non-formal	72	6.46
	Primary	129	11.57
	Secondary	635	56.95
	Tertiary	279	25.02
	Total	1 115	100.00
2.	Monthly income
	N20,000	336	30.13
	N21,000–N50,000	480	43.05
	Above N50,000	299	26.82
	Total	1 115	100.00
3.	Occupation
	Civil servant	326	29.24
	Farmer	214	19.19
	Business	417	37.40
	Artisan	158	14.17
	Total	1 115	100.00
4.	Monthly expend on beef
	< N5,000	716	64.22
	N5,000–N10,000	260	23.32
	N11,000–N15,000	90	8.07
	Above N15,000	49	4.39
	Total	1 115	100.00

Sample frame and size of both fresh beef consumers and marketers

Wards	Beef*	Sellers (75% of n)**	Beef*	Consumers (75 of n)**
Belel	22	17	171	128
Humbutudi	21	16	201	150
Konkol	18	14	157	118
Mayo-Nguli	17	13	095	071
Manjekin	19	14	187	140
Maiha-Gari	25	19	256	192
Sorau-A	17	13	089	067
Sorau-B	16	12	191	143
Tambajam	15	11	069	052
Pakka	16	12	072	054
Total	186	141	1488	1115