ABSTRACT

In this study, we examined factors that may affect the marketing performance of rice farmers’ cooperative members in Enugu and Ebonyi State in Nigeria. Specifically the study examined the effect of access to finance, access to market, market availability, farm size, storage facility, and farming experience on market performance of rice farmers’ Cooperatives in Ebonyi and Enugu State; and to ascertain the relationship between market participation and competitive advantage. We adopted survey research design. The total population was 962 rice farmers who are members of rice farmers’ cooperative in Ebonyi (Abakaliki and Ikwo) and Enugu (Uzo Uwani and Isi-Uzo). Taro Yamane formula was adopted to select 283 sample size. However, from the 283 copies of the questionnaires administered, 266 copies were completed and returned. Multistage sampling techniques were adopted for the selection of respondents. The data were analysed with descriptive statistics such as frequency and percentage distribution. The hypotheses were tested with a simple regression model and correlation coefficient model. The descriptive results, 75.19% and 74.06% of the respondents strongly agreed that practical farming experience of rice farmers cooperative gives competitive advantage over their competitors and knowledge acquisition enhances cost advantage. The result revealed that; cost reduction has significant effect on market efficiency of rice farmers; access to market has significant effect on customer patronage. Market availability has positive and significant effect on customer loyalty to rice farmers. Farm size has significant effect on sales growth of rice farmers. Storage facility has significant effect on product availability. Farming experience has significant effect on competitive advantage of rice farmers. There is positive relationship between market participation and market share of rice farmers. It was recommended that, rice farmer cooperative societies should be strengthened by government in the study area and awareness campaigns should be conducted to encourage farmers who are not members of any farmers’ cooperative society join.