Performance and drivers of frozen food marketing in Ilorin Metropolis, Kwara State

Abstract

The study focused on performance of frozen food marketing in Ilorin, Kwara State. The list of frozen food marketers in the major markets of Ilorin west and Ilorin south Local Governments Areas of Ilorin metropolis constitutes the sampling frame for this study. Data were obtained via interview schedule from 180 randomly selected respondents and analyzed using Herfindahl index, marketing margin, marketing efficiency analysis, multiple linear regression and multinomial analysis. Results revealed that 67.8% of the frozen food marketers were females, 72.2% were married, 70% were between the ages 21-40 years, 74.4% took frozen food marketing as their primary occupation and 72.8% had 1-10 years of experience. The Herfindahl index values of 0.04, 0.05 and 0.08 for fish, chicken and turkey respectively indicate a highly competitive and non-concentrated frozen foods market. Profit margin of ₦14,959.9, ₦21,882.9 and ₦21,710.9, and marketing efficiency values of 124.34%, 122.81% and 118.74% were obtained for fish, chicken and turkey respectively, indicating profitable and efficient marketing for all the three products. The profit accrued to fish marketing was found to be affected by age of the marketers (p<0.01), marketing experience (p<0.01), cost of marketing services (p<0.1) and selling price (p<0.01) while that of chicken was found to be influenced by cost of marketing services (p<0.05), education (p<0.01), gender (p<0.01) and selling price (p<0.01). The profitability of frozen turkey was determined by gender (p<0.05), cost of marketing services (p<0.01) and selling price (p<0.01). The result of multinomial shows that the likelihood of choosing chicken and turkey enterprises over fish enterprise was significantly determined by age, cost of frozen products and marketing experience. Since frozen food business operates in a free competitive market, more investors are encouraged to venture into the business to enhance more employment.