ABSTRACT

Road transportation is the major mode of conveying consumer goods to the markets and premises of wholesalers and retailers in Imo State. But there are some constraints militating against the marketing efficiency of the road transport mode in the market of selected consumer goods in Imo State. In the process of carrying out the study the research examined the socio economic characteristics 'of the respondents; studied the factors militating against the use of road transportation mode in the marketing of selected consumer goods in Imo State, the effect of need transportation cost on the profitability of the enterprises etc. The study adopted a sample size of 113 from a population of 150 selected from the 3 senatorial zones of Imo state. Questionnaire was designed to collect the primary data for the study; which were fated analyzed with simple percentages; while the hypothesis stated the research conducted that road transportation cost was too high and this has affected the unit price of the selected consumer goods in Imo Stat. and thus, recommended that there should be good road maintenance in Imo State, especially the once highly to the major cities, and sub-urban areas.