ABSTRACT

The study examines the impact of marketing on the sales of agricultural produce (rice) in Enugu metropolis. The research measures the profit and profitability ratio of rice, identify types of agricultural produce that is consumed mostly in Enugu metropolis and analyze the effect of rice marketing on standard of living. A structural questionnaire was administered to 400 respondents upon which 250 were returned giving a response of 62.5%.discriptive statistics and cost and returned analysis were used to analyze the data. The result show that profitability enhances the marketing potentials of rice in Enugu metropolis and that the product is efficient and impacts positively to standard of living. The study will help to find a possible way of achieving effective selling of agricultural produce (rice) in Enugu metropolis.

TABLE OF CONTENTS

Title page - - - - - - - - - i

Certification - - - - - - - - ii

Dedication - - - - - - - - - iii

Acknowledgement - - - - - - - - iv

Table of contents - - - - - - - - v

Abstract - - - - - - - - - vii

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study -- - - - - - 1

1.2 Statement of the Problem - - - - - - 3

1.3 Objectives of the Study - - - - - - 3

1.4 Research Questions - - - - - - 4

1.5 Formulation of Hypothesis - - - - - 4

1.6 Significance of the Study - - - - - 4

1.7 Delimitation (Scope) of the Study - - - - 5

1.8 Limitations of the Study - - - - - - 5

1.9 Definition of Terms - - - - - - 6

CHAPTER TWO

LITERATURE REVIEW

2.0 Introduction - - - - - - - - 7

2.1 Marketing and its Nature - - - - - - 7

2.2 Promotion and Selling - - - - - - 10

2.3 Price and Selling - - - - - - - 11

2.4 Place and Selling - - - - - - - 11

2.5 Origin and Development of Marketing - - - 11

2.5.1 The Production Era - - - - - - 12

2.5.2 The Product Era - - - - - - - 13

2.5.3 The Selling/Sales Era - - - - - - 13

2.5.4 The Marketing Concept Era - - - - - 14

2.5.5 The Societal Marketing Era - - - - - 14

2.5.6 The Relationship Marketing Era - - - - 14

2.6 Meaning of Marketing - - - - - - 15

2.7 The Scope of Marketing - - - - - - 16

2.8 Importance or Role of Marketing in the Economy - - 16

2.9 The Nigeria Marketing System. - - - - - 19

2.10 Marketing Functions - - - - - - 19

2.11. Marketing and Agriculture - - - - - 23

2.11.1 The Role of Agriculture in Nigeria Economy - - - 24

2.12 Problems of Agriculture - - - - - - 26

CHAPTER THREE

METHODOLOGY

3.1 Research Design - - - - - - - 30

3.2 Area of Study - - - - - - - 30

3.3 Population of the Study - - - - - - 31

3.4 Sampling Size Determination - - - - - 31

3.5 Sources of Data - - - - - - - 32

3.6 Instrument for Data Collection - - - - - 32

3.7 Validity and Reliability of Instrument - - - - 32

3.8 Method of Data Presentation and Analysis - - - 33

3.9 Model Specification - - - - - - 33

CHAPTER FOUR

RESULT AND DISCUSSION

4.0 Introduction - - - - - - - - 34

CHAPTER FIVE

SUMMARY AND FINDINGS, CONCLUSIONS AND

RECOMMENDATION

5.1 Summary of Findings - - - - - - 41

5.2 Conclusion - - - - - - - - 41

5.3 Recommendation - - - - - - - 42

References - - - - - - - - 43

Appendix 1