ABSTRACT

The broad objective of this study was to analyze the marketing efficiency of garri in Umuahia North Local Government Area of Abia state. Multi-stage random sampling was used to select 4 main markets which include Orie-ugba, Emede-ossah, nkwo-egwu. and Umuahia main market from a list of markets in the study area. Data were collected from both primary and secondary sources. A set of questionnaire was used to collect primary data from garri traders made up of 40 wholesalers and 60 retailers. Also, the study employed the use of correlation, ordinary least square regression analysis as well as cost and returns analysis, to achieve the objectives of the study. Findings of the socio- economic characteristics revealed that women constituted a greater population in the study area. 30% of the wholesalers, 21% of the retailers are between he ages of 2 1-40years. 72.5% of the wholesalers and 52.67% of the retailers are married, 67.5% of the wholesalers and 50% of the retailers have a household size ranging from 6-10 persons, and 37.5% of the wholesalers and 43.33% of retailers had secondary education. 57.5% of the wholesalers and 61.67% of the retailers take marketing of garri as their major occupation, 40% of wholesalers and 45% of retailers borrowed in other to start the business. The highest profitable season in which garri as marketed is the Christmas season,' in which 40% of wholesalers and 48.33% of retailers have high sale. The major problems faced by garri marketing constitute various percentages of the problems in the study. These problems includes; inadequate capital low pricing inadequate storage, high transportation cost, high cost of processing, lack of processing centres in the urban areas, credit sales, low quality, bad roads amongst others. In the cost and return analysis, wholesale have a net profit of N 18,508.23, while the retailers have a net.