Analysis of Garri Marketing in Onelga & Phalga Local Government Areas of Rivers State

Abstract

The study analyzed garri marketing in both rural and urban areas, specifically, the study described the socio-economic characteristics of  garri marketers in the study area, described the categories of garri marketers, analyzed the costs and returns associated with gari  marketing in the study area and identified the constraints in garri marketing in the study areas. A total of 150 questionnaire were distributed to garri marketers. Ninety questionnaire were distributed in PHALGA while sixty were distributed in ONELGA. The total  number of questionnaire retrieved from the respondents was 120 questionnaire. The data were analyzed using descriptive statistics,  marketing margin analysis and regression model to achieve the stated objective of the study. The socio-economic characteristic was  examined, the result reveals that both male and female sell garri in the study area, most marketers were married and attained a certain  level of education and most of the marketers were at their productive age group/category of sellers identified were producer/seller, wholesaler, wholesaler/retailer and retailer. The regression result shows that there is a significant relationship between total variable cost  and sales revenue. From the marketing margin analysis, it was observed that the mean buying price or purchase price of garri is  ₦4050.00 and mean selling price is ₦5220.00, the marketing margin is calculated as 22.41% respectively. This implies that all categories of  sellers involved in garri marketing made profits thus we can see that the marketing of garri in the study area is found to be profitable.  The respondent in the study area identified poor means of transportation, lack of credit (inadequate capital) poor storage and middle  men problem. The study recommends that basic infrastructural facilities such as good network should be provided by the government.  Government should also make provision for credit facilities. The government should encourage the establishment of storage facilities to  store enough garri products. In conclusion garri is a profitable business thus if harness can create employment and build the wealth of  the nation.