Determinants of marketing efficiency of yam market in Umuahia North Local Government Area of Abia State, Nigeria

Abstract

The study analyzed the determinants of yam marketing in Umuahia North Local Government Area of Abia State, Nigeria. A two stage sampling technique was used to select yam marketers for the study. Stage one involved the purposive selection of two major yam markets due to the activities of yam marketing in the markets. The second stage involved the random selection of fifteen yam marketers from each of the two markets to give a total of thirty (30) yam marketers for the study. Data collected were analyzed using simple statistics such as mean, frequency and percentages. Profit function approach was used to realize objective one, marketing margin, and marketing efficiency formulas were used to achieve objectives two and three. Also a schematic diagram was used to show the flow of yam from the producers to the consumers. Multiple regression analysis was used to analyze the determinants of marketing efficiency while the constraints that militated against yam marketing were analyzed using mean, frequencies and percentages. The results show that yam business in the study area is profitable. A rate of return on investment of 1.23 was obtained and marketing margin and marketing efficiency of 25.5%and 23.16% respectively were obtained. The coefficient of educational level and marketing experience were significant and positively related to marketing efficiency. Transportation cost was significant, but negatively related to marketing efficiency. The most important constraints that militated against yam marketing include: high cost of transportation and inadequate credit facilities. The study therefore, recommends that the yam marketers should form cooperative societies to increase their access to credit facilities, and government should provide good road network system to reduce transportation cost.

Keywords: cost, returns, yam marketing, Umuahia North