Determinants Of Marketing Productivity Among Marketers Of Household Consumer Goods In Abia State, Nigeria: Iruke Irene I
ABSTRACT
The study examined the determinants of marketing
productivity among marketers of consumer goods in Abia State, Nigeria.
Productivity of the marketers was measured in terms of their marketing
efficiency in line with previous studies. Specifically, it assessed the
socio-economic profile ofthe marketers; their level of productivity and factors
affecting marketing productivity among others. Purposive sampling technique was
employed in the selection oflocation and 100 marketers of different cadres from
which information and data were elicited for the study. Data were collected
through the use of questionnaire that was properly structured and pretested. In
the analysis of data, descriptive statistics, multiple regression model was
employed. The result showed that the study areas was dominated by middle -
aged, fairly educated marketers with an appreciable income level, minimal
household size and reasonable years of marketing experience. In terms of
productivity levels. Majority of the marketers which accounted for 29.17% have
productivity. The productivity of marketers established a negative relationship
with age, distance and marketing cost while education, income and marketing
experience posted a positive relationship. Based on the findings, periodic
capacity training programme was suggested to enhance the knowledge ofthe
marketers and polish their expertise for better service delivery
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IRUKE, I (2026). Determinants Of Marketing Productivity Among Marketers Of Household Consumer Goods In Abia State, Nigeria: Iruke Irene I. Mouau.afribary.org: Retrieved Mar 11, 2026, from https://repository.mouau.edu.ng/work/view/determinants-of-marketing-productivity-among-marketers-of-household-consumer-goods-in-abia-state-nigeria-iruke-irene-i-7-2
IJEOMA, IRUKE. "Determinants Of Marketing Productivity Among Marketers Of Household Consumer Goods In Abia State, Nigeria: Iruke Irene I" Mouau.afribary.org. Mouau.afribary.org, 11 Mar. 2026, https://repository.mouau.edu.ng/work/view/determinants-of-marketing-productivity-among-marketers-of-household-consumer-goods-in-abia-state-nigeria-iruke-irene-i-7-2. Accessed 11 Mar. 2026.
IJEOMA, IRUKE. "Determinants Of Marketing Productivity Among Marketers Of Household Consumer Goods In Abia State, Nigeria: Iruke Irene I". Mouau.afribary.org, Mouau.afribary.org, 11 Mar. 2026. Web. 11 Mar. 2026. < https://repository.mouau.edu.ng/work/view/determinants-of-marketing-productivity-among-marketers-of-household-consumer-goods-in-abia-state-nigeria-iruke-irene-i-7-2 >.
IJEOMA, IRUKE. "Determinants Of Marketing Productivity Among Marketers Of Household Consumer Goods In Abia State, Nigeria: Iruke Irene I" Mouau.afribary.org (2026). Accessed 11 Mar. 2026. https://repository.mouau.edu.ng/work/view/determinants-of-marketing-productivity-among-marketers-of-household-consumer-goods-in-abia-state-nigeria-iruke-irene-i-7-2