The influence of public relations on food security among cocoa marketers in Ondo State, Nigeria

Abstract

Food insecurity is quickly becoming a key topic in national and international debates. Consequently, series of studies have been conducted on food security and its determinants. However, none of these studies have measured food security among cocoa marketers and have considered the influence of public relations (PR) on food security among cocoa marketers in Nigeria Thus, this study measured food security status and determined the influence of PR strategies on food security of marketers. A combination of purposive and random sampling techniques were employed to select 100 respondents for this study. The analytical tools include: descriptive statistics, food security index and logistic regression analysis. The result revealed that majority of the sampled respondents were males with an average household size of 8 persons. The food security index indicated that 65% and 35% of the respondents were food insecure and secure respectively. The logistic regression indicated that about 53% of the total variation in food security of the wholesale cocoa marketers was accounted for by the estimated explanatory variables. Age of the respondents, marketing margin, household size, credit access and PR strategies were the critical determinants of food security among cocoa marketers in the area. Government should provide PR tools at subsidized rate as well as train marketers on the effective use of these tools. Policies to address irregular network and high airtime tariff challenges associated with the adoption of PR strategies in the country must be supported. Policy aimed at reducing household size should be encouraged.