International Journal of Innovative Agriculture & Biology Research 3(2):1-9, April-June 2015


SEAHI PUBLICATIONS, 2015

EMPIRICAL ASSESSMENT OF FACTORS AFFECTING MARKETING EFFICIENCY: A FOCUS ON SWEET ORANGE MARKETS IN KANO METROPOLIS, NIGERIA


*TIRI, G.D., *EKPA, D. & AKINYEMI, M.

Department of Agricultural Economics and Extension, Federal University Dutsin-Ma, Katsina State, Nigeria
*Corresponding author: gtiri@fudutsinma.edu.ng Pnone: +2348035590804

ABSTRACT
The study assesses the factors affecting marketing efficiency of sweet orange among wholesalers and retailers in Kano metropolis, Nigeria. A two- stage sampling technique was used in collecting cross sectional data (34wholesaler and 65retailers) by means of well-structured questionnaires used for the study. Descriptive statistics and multiple regression analysis were used to analyze the data. The result from the regression analysis reveals that the ages of the wholesalers and retailers were negatively significant ( P< 0.01) This implies that their marketing efficiency decrease with age . Mode of operation was negatively significant (P<0.05) for both marketer. Part time work decreases the marketing efficiency. Purchase cost was negatively significant (P<0.05). For the wholesaler, the Household size was positively significant (P<0.10). This means that the more the size of the household the more efficient they tend to be. Membership of association was positively significant for the (P<0.10) for the wholesaler and (P<0.05) for the retailer . This implies being a member of the association increases the efficiency of the marketers. The result also shows that the marketing efficiency of Retailers (66.36%) was higher than that of wholesaler (51.70%). The study concludes that retailing outlets are more efficient than wholesaling. Therefore, retailers should be more organised through strong cooperative societies to take advantage of scale economies to maximize profits. In addition to this it was also recommended that improving the deplorable conditions of our roads will reduce the risk of losses and theft and allow cheap flow of fruits from rural to urban centres. The youth should be encouraged through the association to be marketers.
Key words: Empirical Assessment, Factors, Marketing Efficiency, Sweet Orange, Kano Metropolis.