ABSTRACT
The goal of
marketing of agricultural products is to ensure that consumers get satisfaction
from the entire process of production, as well as create benefit to the various
participants in the marketing channel. This study on marketing performance of
bitter kola Garcinica kola was carried out in Abia State Nigeria. 5 bitter kola
marketers were selected from 8 communities. The number was given a sampled of
40 marketers. Descriptive statistics, cost and return analysis and regression
techniques were used to analyze the data collected. The result indicated that
the higher percentage of marketer were female (53%), majority of marketers were
aged between 10-35 years about 53% were singles, and 90% had basic education.
The marketing channel showed that bitter kola got to consumers through a number
of intermediaries, the significant variables that influenced marketing were
age, education, purchase cost, marketing experience, source of capital, and
labour average net return from the business study was N645, 957, monthly.
Market efficiency recorded was 2.65, and major problem faced by marketers were
insufficient capital, weather condition, transportation cost and competition
among marketers. The significant variables should be considered when making
policies for the market function.
EGWUATU, E (2023). Efficiency Of Bitter Kola Marketing In Abia State, Nigeria. Mouau.afribary.org: Retrieved Nov 14, 2024, from https://repository.mouau.edu.ng/work/view/efficiency-of-bitter-kola-marketing-in-abia-state-nigeria-7-2
EGWUATU, EGWUATU. "Efficiency Of Bitter Kola Marketing In Abia State, Nigeria" Mouau.afribary.org. Mouau.afribary.org, 10 Oct. 2023, https://repository.mouau.edu.ng/work/view/efficiency-of-bitter-kola-marketing-in-abia-state-nigeria-7-2. Accessed 14 Nov. 2024.
EGWUATU, EGWUATU. "Efficiency Of Bitter Kola Marketing In Abia State, Nigeria". Mouau.afribary.org, Mouau.afribary.org, 10 Oct. 2023. Web. 14 Nov. 2024. < https://repository.mouau.edu.ng/work/view/efficiency-of-bitter-kola-marketing-in-abia-state-nigeria-7-2 >.
EGWUATU, EGWUATU. "Efficiency Of Bitter Kola Marketing In Abia State, Nigeria" Mouau.afribary.org (2023). Accessed 14 Nov. 2024. https://repository.mouau.edu.ng/work/view/efficiency-of-bitter-kola-marketing-in-abia-state-nigeria-7-2