ABSTRACT
The study analyzed yam marketing in Ikwuano Local Government Area of Abia State, Nigeria. The specific objectives were to examine the socio-economic characteristics of the respondent in the study area, determine the sources of yam supply to the zone and the marketing channel for yam marketing, determine the cost, return and profits of the farmers, examine the determinants of sales volume of the marketers, examine the problems in the system. Random sampling techniques were used to select 80 respondent for the study. Structured questionnaire were used to elicit data from the respondents. Descriptive statistics, gross margin techniques and multiple regression analysis were used to analyze data collected. The findings showed that; the respondents were predominantly males (87.5%), majority of the respondents falls within 41-60 years of age (57.5%) while majority were married (74%). The respondents that had primary education were 25% while 10% had no formal education. The occupation was dominated by full time yam marketing, majority belong to co-operative societies (91%) and have no access to credit (98.34%).The average total cost was N 17271.25kobo while the average total return was N
267375.00kobo and average total profit was N94403.75kobo per month. From the semi-log regression model, the findings showed that marketing experience, level of education, marketing cost, and number of marketing seminars affected the marketer`s sales volume. Marketing experience, level of education, and number of marketing seminars were positively significant which implies that an increase in those variables led to an increase in the marketers’ sales
volume while marketing cost was negatively significant with marketers’ sales volume at 5% which implies that an increase in marketing cost leads to a decrease in the marketers’ sales volume. The major problems were; transportation cost, lack of loans, seasonality of yam and bulkiness of yam. Based on the findings, it was recommended that the farmers should be trained on how to access loans from banks as a co-operative. Good and affordable marketing
facilities should be made available and investors encouraged by the government and also storage facilities should be provided to solve the problem of seasonality of yam supplied.
TABLE OF CONTENT
Title page i
Abstract ix
CHAPTER ONE :INTRODUCTION
1.1 Background Information 1
1.2 Problem Statement 4
1.3 Objectives of the Study 6
1.4 Research Hypotheses 6
1.5 Justification of the Study 6
CHAPTER TWO
2.0 Literature Review 9
2.1 Theoritical Literature Review 9
2.2 Definition of Terms 10
2.2.1Production 10
2.2.2 Production Concept 10
2.2.3 Characteristics of Production Concept 10
2.2.4 Marketing 10
2.2.5 Holistic Marketing Concept 11
2.2.6 Marketing Research 13
2.2.7 Marketing Approach 14
2.2.8 Market Channels 15
2.2.8.1 Two-field of Marketing Channel 15
2.2.9 Middlemen 15
2.2.10 Consumer 17
2.2.11 Cost 18
2.2.12 Marketing Efficiency 19
2.3 Agricultural Marketing 20
2.4 Marketing of Yam 21
2.5 Problems of Yam Marketing 22
2.6 Imperical Literature Review 23
CHAPTER THREE
3.0 Methodology
3.1 Study Area 25
3.2 Method of Data Collection 26
3.3 Sampling Method 26
3.4 Analytical Techniques 26
CHAPTER FOUR
4.0 Result and Discussion
4.1 Socio-economic Characteristics of the Respondents 29
4.1.1 Age of Respondent 29
4.1.2 Sex of Respondent 29
4.1.3 Level of Education of Respondent 30
4.1.4 Household of Respondent 31
4.1.5 Marital Status of Respondent 31
4.1.6 Source of Fund 32
4.1.7 Marketing Experience of Respondent 32
4.2 Source of Yam Supply to the Respondents 32
4.3 Marketing Channel of Yam in the Study Area 32
4.4. Market Performance 33
4.4.1 Cost Return and Profit of the marketers in the study area 33
4.5 Factors Affecting Sales Volume of Yam Marketers 35
4.6 Problem of the Respondents 37
CHAPTER FIVE
5.0 Summary, Conclusion, and Recommendation
5.1 Summary 38
5.2 Conclusion 38
5.3 Recommendation 39
References
