ABSTRACT

The study assessed the marketing of watermelon in Umuahia North and Umuahia South LGA's of Abia State, using one hundred and twenty (120) respondents out of four hundred and ten (410) population selected by simple random techniques. Collection of major socio-economic and quantitative variables of interest to the study was done using a well structured questionnaire, which involved personal interviews with respondents The socio-econornic variables were analyzed using simple descriptive statistics such as frequency distribution, percentage, mean. The values obtained from the analysis were used to make necessary inference in the study area. Technical and economic efficiency were used to determine the marketing efficiency of the watermelon business in the study area. T-test distribution was also used to examine the price variations of watermelon in different markets within the study area. Multiple regression techniques was adopted to analyze the factors affecting the quantity of watermelon sold in the study area the result obtained showed that income (X3), experience (X4), price (Xo) and capital expense (X7) were significant and were important variables that affected quantity of watermelon sold in the study area. Watermelon marketing was efficient in terms of income, experience, price and capital expense which arc significant at 10%, 1%, 5% and 1% respectively. Also, the marketing efficiency of watermelon was economically efficient, but technically inefficient in Apumiri and Olokoro markets. The T-test result shows that there is a significant relationship among retailers and wholesalers in Umuahia North markets and no significant difference between retailers and wholesalers in Umuahia South market (Ahia Ukwu Olokoro). The limiting factors experienced in the study area were high rate of spoilage due to poor storage facility, high transportation cost, high marketing cost and lack of' access to credit.