ABSTRACT

This study analysed the marketing efficiency of garri in Umuahia Agricultural Zone of Abia State. The objectives of this study are: to determine the marketing channel for garri, to estimate the marketing cost incurred on transportation and shortage, to determine the cost and returns of marketing garri, to identify problems of marketing of garri and to recommend measures of improving efficient marketing. For the purpose of the study, Umuahia North Local Government North Local Government Area was purposively selected. A random sampling technique was used to select four main markets and four communities based on the level of garri production and marketing. Data were collected both by primary and secondary sources. Two sets of structured questionnaires were used to collect both primary data from garri producers and traders. Tools used were averages, percentage, tables, diagram to analyze the objectives; marketing margin, net marketing margin, marketing efficiency were used to analyze cost and returns. Jheresult shows that 76.67% of garri producers sold to the wholesalers, 76.67% sold to anyone, 56.67% sold to retailers and 36.67% sold to consumers.. Te marketing concurred on transportation and storage were 8.24% and 11.76% wholesaler and producers respectively while 100% of storae;c9$..was incur( the wholesalers S The marketing margin were 46%, 24% and 5% for the producers, wholesalers and retailers. The marketing efficiency were 371%, 530% and 388% for the producers, wholesaler and retailers. The major marketing problems identified were inadequate transportation and high transportation cost, instability of price and capital constraints to traders. Based on the findings, the following recommendations were made. i. The need to address the problem of high transportation cost and repair of roads. ii. The government should address the problems of inflation in Nigeria to reduce the pi6e fluctuation of foodstuffs to enhance more productivity and efficient marketing of agricultural produce. iii. Government should support the traders by providing loans and credit facilities to enhance business expansion