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Dec 31, 2025Keywords:
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Main Article Content
Beyond the Market Stall: Examining the Determinants of Traditional and Digital Palm Oil Marketing in Rivers State, Nigeria
Abstract
The study analyzed the determinants and strategies of palm oil marketing in Rivers State. Using a multistage sampling procedure, primary data were collected from 60 marketers. The data was analyzed using descriptive statistics and a binary logistic model. Results indicated that palm oil marketing was characterized by a significant female dominance (88.3%) and a young, educated workforce (73.3%) with at least secondary education. Marketers relied on traditional modes of sales- through shops (71.7%) and personal selling (58.3%), while neglecting modern approaches like online marketing, packaging, branding, and discount sales. Analysis of the determinants showed that membership in marketing groups and market competition were not statistically significant at the 5% level but showed marginal significance at the 10% level, implying that, perceivably, marketing group membership increased the likelihood of adopting modern marketing strategies while competition reduced it. The non-significance of the overall model (Omnibus test), indicating a weak statistical power of all the explanatory variables put together, is attributed to the small sample size. Further results showed that price fluctuation and transportation cost were among the most pressing challenges faced by palm oil marketers. The study recommends implementing price stabilization measures and promoting the formation of marketing cooperatives.
