Research on World Agricultural Economy

Unravelling the Drivers of Plantain Marketing in Enugu State, Nigeria

Ikenna Charles Ukwuaba

Department of Agricultural Economics, University of Nigeria Nsukka, Enugu State, Nigeria

Zechariahs Benapugha Owutuamor

Department of Applied Economics and Marketing, University of Reading, Reading, UK

Stella Nwawulu Chiemela

Department of Agricultural Economics, University of Nigeria Nsukka, Enugu State, Nigeria

Chikaosolu Maryqueen Ileka

Department of Agricultural Economics, University of Nigeria Nsukka, Enugu State, Nigeria

Ifeyinwa Cynthia Ukwuaba

Department of Agricultural Economics, University of Nigeria Nsukka, Enugu State, Nigeria

DOI: https://doi.org/10.36956/rwae.v3i1.496

Received: 28 February 2022; Received in revised form: 27 March 2022; Accepted: 29 March 2022; Published: 31 March 2022

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Abstract

Plantain marketing offers great profit-making, yet it is unclear if this has translated to more profits, making it imperative to examine the drivers of plantain marketing. Primary data collected with a structured questionnaire in the purposive 2-staged random sampling were analyzed using net marketing income, marketing margin, marketing efficiency and multiple linear regression models. Plantain marketing was mainly done by married educated women, averaging 40 years of age, belonging to households averaging 6 persons. Net monthly profit of $63.51 (₦26,050.38), average marketing margin of 30.84% and marketing efficiency of 35.06% were returned. Suggesting plantain marketing is profitable and viable but largely inefficient. The cost of plantain and marketing experience were positively significant (p≤0.05). Plantain marketing faced constraints like the seasonality of plantain, inadequate finance, price fluctuations, high transportation costs, bulkiness, spoilage/breakage and high plantain costs. Plantain marketers should form/join cooperatives to obtain low-interest loans, mitigate marketing costs and enjoy economies of scale.

Keywords: Cost and returns, Marketing efficiency, Marketing margin, Multiple regression, Plantain

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