Open AccessUnravelling the Drivers of Plantain Marketing in Enugu State, Nigeria
Author(s) -
Ikenna Charles Ukwuaba,
Zechariahs Benapugha Owutuamor,
Stella Nwawulu Chiemela,
Chikaosolu Maryqueen Ileka,
Ifeyinwa Cynthia Ukwuaba
Publication year - 2022
Publication title -
research on world agricultural economy
Language(s) - English
Resource type - Journals
eISSN - 2737-4785
pISSN - 2737-4777
DOI - 10.36956/rwae.v3i1.496
Subject(s) - marketing , profit margin , business , nonprobability sampling , profit (economics) , marketing management , marketing mix , economics , demography , sociology , microeconomics , population
Plantain marketing offers great profit-making, yet it is unclear if these have translated to more profits, making it imperative to examine the drivers of plantain marketing. Primary data collected with structured questionnaire in purposive 2-staged random sampling were analyzed using net marketing income, marketing margin, marketing efficiency and multiple linear regression models. Plantain marketing was mainly done by married educated women, averaged 40 years of age, belonging to households averaging 6 persons. Net monthly profit of $63.51 (₦26,050.38), average marketing margin of 30.84% and marketing efficiency of 35.06% were returned. Suggesting plantain marketing is profitable and viable but largely inefficient. Cost of plantain and marketing experience were positively significant (p≤0.05). Plantain marketing faced constraints like seasonality of plantain, inadequate finance, price fluctuations, high transportation costs, bulkiness, spoilage/breakage and high plantain costs. Plantain marketers should form/join cooperatives to obtain low-interest loans, mitigate marketing costs and enjoy economies of scale.