Structure‐Performance Relationships in the Broiler Market

Abstract

Suggests that the study of marketing margins can provide a useful indication of the efficiency with which a food commodity is produced and distributed, or the extent to which weaknesses within a marketing system are producing undesirable effects on incomes of producers/distributers or on prices charged to consumers for the final product. Aims to determine, using frozen broilers as an example, the size of the gross marketing margins in Northern Ireland from 1975 to 1982. Proposes to identify the way in which margins have moved during this period. Determines the share of retail expenditure received by Northern Irish retailers and compares this with the share received by producers in Great Britain. Examines the extent to which observed prices and margins were related to the structural features of the marketing system. Reveals two broad conclusions: the Northern Irish market structure appears to have had important influences on pricing behaviour and ultimately marketing performance; and during the period studied marketing efficiency improved which reflected in price reductions.

Citation

Davis, J. (1985), "Structure‐Performance Relationships in the Broiler Market", European Journal of Marketing, Vol. 19 No. 7, pp. 11-25. https://doi.org/10.1108/EUM0000000004726