ANALYSIS OF MARKETING EFFICIENCY OF SOME SELECTED AGRICULTURAL PRODUCTS IN ZANGO LOCAL GOVERNMENT AREA OF KATSINA STATE, NIGERIA
DOI:
https://doi.org/10.33003/jees.2025.0202/005Keywords:
Marketing, agricultural marketing, marketing margin, marketing efficiencyAbstract
Agricultural marketing plays a significant part in extending the market for farm products in Nigeria. Marketing efficiency is a vital objective in agriculture and food marketing. The paper examines the marketing efficiency of Millet, Groundnut, and Sesame in the Zango Local Government Area of Katsina State, Nigeria. A multi-stage sampling technique involving two different stages was adopted and used to select two hundred and eighty-three (283) grain marketers in three (3) major weekly periodic markets in the study area. Quantitative data were collected from sampled grain marketers using well-structured questionnaires. Data were analysed using descriptive statistics and marketing margin. The study's findings indicated that the majority of respondents were male. It was predominantly composed of energetic individuals aged 30 to 34. The results showed that the majority of respondents were married and possessed a tertiary education. The findings also indicated that most individuals had household sizes of 6 to 10 persons. The results further revealed that the marketing efficiencies of the selected crops were 0.129, 0.043, and 0.090, respectively, using Shepherd’s (1956) model of marketing efficiency, which states that marketing efficiency ≥ 1 indicates efficient and ≤ 1 indicates inefficient. Based on this, it can be concluded that agricultural product marketing in the study area is inadequate. The following recommendations were made: crop marketers should develop innovative marketing tactics, including value addition to commodities, to enhance their profit margins. The government should regulate crop marketers' trading activities to ensure business efficiency.
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