Analysis of Marketing of Garri in Delta State, Nigeria

Abstract

The study examined the marketing of a cassava-based product (garri) in Delta State, Nigeria. Data was collected from 168 respondents using structured questionnaire. A multi-stage sampling procedure was employed in selecting 168 respondents from six markets in Delta State where garri is produced and marketed. Data was analyzed by the calculation of percentages, means and running of regression. The study revealed that the marketing of garri in Delta State was predominantly a female activity. The study also revealed that the garri was marketed in three channels and that 46.4% were retailers. The study further revealed a reasonable degree of freedom of entry and exit in the garri business in Delta State. Each trader or marketer was able to earn an average profit margin of N2 190.00 (for garri marketers), while the marketing margins for garri was 13.1%. Although the marketers were faced with some challenges the average profit per marketer per month was reasonably high (N40 722). The study further showed that the socio-economic characteristics of the marketers to a large extent had a positive influence on the quantity of garri sold in the study area. From the findings it was recommended that storage facilities, extension services and good road network among others should be provided to improve the marketing of garri in Delta State, Nigeria.