Marketing information sources amongst oil palm fresh fruit bunch processors in Ovia Northeast Local Government Area, Edo State, Nigeria

Abstract

This study assessed marketing information sources among fresh fruit bunch (FFB) processors in Ovia North-East Local Government Area, Edo State, Nigeria. Multistage sampling procedure was used in selecting the respondents and data were analyzed using both descriptive and inferential statistics.  Results showed that mean age, household size, farming experience and annual income were 47 years, 5 persons, 9 years, N 2,941,935.55 and 6 hectares respectively. Again, the study found that the most available marketing information to the respondents were information on where to sell FFB products, when to sell finished products and current market price of products based on the 97.5% respective response distribution on the variables. The major source of marketing information to the respondents was through phone calls (87.5%) while information from fellow dealers was the most preferred (ẍ = 4.30) source. Furthermore, there was significant relationship between age (r = -0.276; p = 0.013), farm size (r = 0.506; p = 0.000), annual income (r = 0.304; p = 0.006) and the available sources of marketing information to the respondents. The study concluded that the major source of marketing information to the respondents was through phone calls that were made directly to retailers/dealers of processed products.   The need for initial identification of information sources available to end users was strongly recommended by this study before the actual dissemination of relevant information in order to ensure wider coverage and timely reception.