ABSTRACT

The objective of the study was to analyse the economics of banana marketing in Umuahia Agricultural zone of Abia State. Both primary and secondary data were used in accomplishing the study. Primary data were obtained through a well — structured questionnaire, which were randomly distributed to sixty (60) traders, while secondary data were sourced from texts, journal and other relevant research works. A total of sixty traders were randomly selected from three markets: Ariam, Ndoro and Umuahia Main Market. The data were analysed using frequency distribution, tables, percentages, marketing margin and regression analysis. Results show that most of the traders were in their youthful age, less educated and mostly females. The marketing margin for both wholesalers and retailers were 46% and 34% respectively. Regression results show that education, age, quantity bought, selling price and purchase price were the only significant variables that affected the profit of the traders. Education, quantity bought and selling price were positively to profit. Traders were constrained by finance, seasonality, and high transportation cost. Based on the findings, it is recommended that traders should be educated to enable them adopt innovations in the area of marketing; cooperative societies should be encouraged to assist them in obtaining loans from financial institutions.