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Impact of Bird Flue Rumour on Broiler Enterprise

S.R. Biswas
Post Graduate Student, Department of Poultry Science, BAU, Mymensingh

J.C. Biswas
Agronomy Division, BRRI, Gazipur

M.N. Islam
GTI, BAU, Mymensingh-2202

Abstract/ Executive Summary:

Rumours are difficult to analyze because of no known origin and which are mostly used by the competitors to sabotage the growth of an emerging brand or grab share from an established firm. It causes ruin of many enterprises and thus need to revert it through extension policy implications. The present study was undertaken to determine the impact of bird flue rumour on broiler enterprise and to find out relationship among characteristics of farm owners with their farm management strategies during rumour period in Gazipur Sadar Upazila, Bangladesh. About 70% of the broiler farm owners were young and their educational levels were from Hafez-e-Quran to MA. The educated farm owners were rearing 10-12 batches a year having 1,500-6,000 broiler/batch. The knowledge of educated broiler farm owners about bird flue disease at Gazipur Sadar Upazila was also higher than the other group and so they took more preventive measures than normal farm operations. The number of salable birds during bird flue rumour varied from 800 to 6,000 depending on farm size which the main factor for higher loss of 26,000-90,000 taka net loss per farm. The role of extension agent to revert the negative impact of bird flue rumor could be arranging face-to-face discussion, distribution of leaflets, posters and use of short fi 1m, etc. at village market levels.

Keywords: Rumour, Bird Flue, impact, Broiler Enterprise

Location: Gazipur Sadar Upazila, Bangladesh

Start Date: 01-04-2004

End Date: 30-04-2004

Program Area: Animal Health and Management

Non-commodity: Impact

Objectives:

1. To determine the impact of bird flue rumour on broiler enterprise and to find out relationship among characteristics of farm owners with their farm management strategies during rumour period.

Methodology:

The study was conducted at Sadar Upazila, Gazipur, one of the suburb areas developed for poultry industries. A total of ten broiler farms were selected randomly. The conceptual model of this study included independent variables such as, age, academic qualification, batch per year and number of birds in each batch, age and weight of bird, and knowledge about bird flue and dependent variables, consumption behavior and sale price during bird flue rumour. An interview schedule was prepared in Bangia for data collection. The data was collected during April, 2004. After data collection all interview schedules were compiled, coded and tabulated. The statistical measures such as number and percentage were used in describing consumer's behavior during bird flue. The relationship between selected characteristics of farm owners and their knowledge about bird flue was found out. The farm owners were divided into two groups based on their education: • Group 1: Education less than HSC, and Group 2: HSC to MA Except. one small farm owner, all other surveyed farms continued their farm operation. Besides, they followed normal practices for raising the broilers. Only one farm remained closed for 60 days and in another farm, the owner sold broilers quickly after hearing the bird flue rurnour. However, most of the broiler farm owners were unable to escape negative impact on broiler marketing during bird flue rumour in Bangladesh.

Source of Information: Bangladesh Journal of Extension Education, Volume 16, No.2, 2004: 117-122; ISSN 1011-3916

Article Link (Online Journal):

Funding Source:

Total Budget (Tk.) :

Achievement/Findings:

Rurnour is the part of modern market economy. The impact of rurnour could be positive or negative depending on its nature and who are spreading them. It is better to attack the rurnour head-on for preventing loss out of rurnours. However, the broiler farm owners were unable to avert the influence of bird flue rurnour in Bangladesh and as such there was severe negative impact on broiler marketing. The concerned authorities should take more initiative to convince the consumers that producers are the part and parcel of this community and they can not do anything wrong which can cause unnecessary problems to them in future. The Department of Livestock and Poultry Growers Association can take initiative to motivate the young peer groups through group discussion, short film, posters and leaflet distribution at village level market levels.

Knowledge Management: Journal