Analysis of Garri Wholesale Marketing in Bende Local Government Area, Abia State, Nigeria

Abstract

The study analyzed garri wholesale marketing in Bende Local Government Area, Abia State, Nigeria. Specifically, the study determined the cost, returns and marketing efficiency of garri wholesale marketing in the study area; estimated the determinants of net returns of garri wholesale marketers and identified the challenges of garri wholesale marketing. The study population comprised of all garri wholesale marketers in Bende Local Government Area, Abia State. The sample size of this study was 60 respondents, selected using a multistage sampling procedure. Data for the study were obtained using a structured questionnaire and were analysed with means, frequencies, percentages, cost and returns, marketing efficiency and multiple regression models. Results showed that the marketers recorded net returns of ₦208,818.93, implying that wholesale garri marketing was lucrative, with the potential for higher net returns and should be taken as a source of livelihood. Age (p<0.05), household size (p<0.05), marketing experience (p<0.01), transport cost (p<0.01), and cooperative membership determined the net returns of the marketers. All (100%) of the respondents identified high transportation costs, high purchase costs, and limited access to finance as critical challenges in their operations. The study recommended that the government implement transport subsidies (Government transport services) for wholesale garri marketers to cushion the effect of high transport costs on their net returns.

Keywords: Marketing channels, net return, variable cost, fixed cost, marketing efficiency, challenges