ABSTRACT

The study is on performance analysis of garri marketing in Awgu Local Government Area of Enugu State. Primary data was collected from respondents through the use of questionnaire administered to (60) marketers, 30 wholesalers and 30 retailers. Data for study was analyzed using descriptive statistics and tobit regression. The result shows that majority of the garri marketers were female, within 31 — 40 years, married and attained the level of secondary education with large household size and high marketing experience. The result also indicated that the wholesalers buy majorly from farmers and sell to retailers, schools and supermarkets. The result of the marketing margin for both wholesaler and retailers were low because they buy from the same market. The t-value of 4.068 84 was highly significant at 1%. The result of the estimation of marketing efficiency showed that 35% of the respondents had marketing efficiency less than 6%, only about 6.6% had marketing efficiency greater than 15%. With a mean marketing efficiency of 7.92%, marketers are described as inefficient. The result of the tobit regression shows a chi square value of 152.74 at 1% level of significance. The pseudo R2of 0.4609 indicates 46.09 variability. Gender was negatively signed and significant at 1%, marketing experience was positively signed at 5% level of probability, coefficient for purchasing price was negatively signed at 1% level of probability, coefficient for selling price was also positively signed at 1% level of probability indicating any increase in selling price will lead to an increase in probability and intensity of efficient marketing in the study area. From the 'result, the analysis there is needed for a strong public — private partnership in order to encourage private sector participation in terms of inputs supply, etc, and also marketers should be encouraged to increase supply of garri in the market. S Institutional policies should be advocated to reduce transaction costs of marketing