ABSTRACT

The study empirically investigated market orientation among root and tuber crop producing households in South-Eastern Nigeria. Structured questionnaire was used to obtain data from the respondents. A multi-stage randomized sampling procedure was used to select 192 farmers for the study. The data collected were analysed using descriptive statistics to examine the average characteristics of the household producers, levels of market orientation among root and tuber crop producing households using mean and market orientation index. Ordinary Least Square (OLS) Method of the multiple regression was used to estimate the determinants of Market Orientation among root and tuber crop producing households, Pearson’s Moment Correlation model was used to evaluate the relationship between postharvest loss and market orientation while Principal Component Model (factor analysis) to identify the constraints militating against market orientation among root and tuber crop producers. Results from the analysis show that 192 (96 Abia state and 96 Enugu state) farmers were interviewed and retrieved for the study. Results also show that the mean age of farmers was 46.04 years and mean household size was 6 persons. Farmers had mainly secondary education (12.78 years) and their mean farm experience was 11.18. The farmers mean farm size was 3.09 with a capital investment of N94.208 and a monthly income of about N71,455. MOI result showed a mean market orientation score of 0.32, 0.26 and 64.61.  Enugu state farmers allocate an average of 3.27ha to cassava, 1.24ha to yam and 1.44ha to cocoyam. Abia state farmers, also allocate 3.11ha (cassava), 0.87ha (yam) and 0.06ha (cocoyam), The mean market orientation from the pooled result showed that 3.18ha was allocated to cassava, 1.05ha allocated to yam and 0.75ha to cocoyam. The distribution of farmers based on type of root and tuber crop produced indicated that cassava, yam and cocoyam are the major root and tuber crop produced by farmers in South Eastern, Nigeria. The marketing strategies adopted by farmers include; selling at farm gate, village, urban and wholesale markets respectively. Farmers in the study area indicated that their major market places for root and tuber crops were farm gate and urban markets. However, other strategies employed by farmers for the marketing of their root and tuber crops were, selling in large quantities, use of improved seeds, better storage methods, advertisements and other marketing channels. From the regression result, coefficient for age, educational level, cooperative membership, income, market information, credit availability and non-farm income were significantly related to market orientation. A positive correlation was found between market orientation and postharvest loss for cocoyam for Enugu farmers at 1% level of probability. However, the result suggest that increase in market orientation will also lead to an increase in postharvest loss by about 30% level of probability. The study encourages policies aimed at improving the market orientation of root and tuber crop farmers such as providing chemicals, equipment for  root and tuber crop production, strengthen extension delivery, rural infrastructures (good road network), access to processing and storage facilities at a reduced cost in the study area.