Analysis of marketing margin and marketing efficiency of fresh coconut (Cocos nucifera) marketing in Onitsha North South LGA, Anambra State, Nigeria

Abstract

The study examined analysis of marketing margin and marketing efficiency of fresh coconut marketing in Onitsha South LGA, Anambra State, Nigeria. The study specifically described socioeconomic characteristics of coconut marketers, marketing channels and volume of trade among the channels, net returns, marketing conduct and constraints associated with coconut marketing in the study area. Multistage sampling procedures involving purposive and random sampling methods were used to select respondents (marketers) for the study. Findings from socioeconomic characteristics showed that female 63.75% are more in coconut marketing. This implies that the enterprise is gender based in the study area. Findings on marketing channels and volume of trade shows that the fruits has three channel through which it reaches the consumer. The first stage is where producer/supplier sells to intermediate who sales to final consumer which recorded the highest volume of trade (43%) among the channels. Findings on net returns showed that net return per Naira invested was 1.77%. The implication of this is that for every one Naira invested in the enterprise, 1.77k was generated as profit. This implies that coconut marketing is profitable in the study area. Findings on marketing conduct shows that size of coconut (61.25%) was a criteria used as purchase strategies from suppliers. Findings on constraints showed that over stayed coconut is the major constraints. Marketing prices of certain food and fruits should be looked into by government and stakeholders and stakeholders should device a means to carry coconut to minimize wastage associated with transport e.t.c were recommended.