Marketing Performance of Onions in Ikwuano and Umuahia Local Government Area, Abia State, Nigeria

Abstract

One of the major aims of agricultural production is the satisfaction of the consumers, and the guarantee of benefit to the various participants in the marketing channel. This objective is therefore achieved when the marketer finally transfer the products to the consumer after various utilities like form; place and possession utilities have been added on them through the marketing system. This study on marketing performance of onions (Allium cepa) was conducted in Umuahia North and Ikwuano Local Government Area of Abia state. Two markets were purposively sampled, while forty (40) onions marketers were randomly sampled from the two markets. Descriptive statistics, cost and return analysis and regression models were used to analyze the data collected. The result from the study shows that the business was profitable. The average net return from the business was N17, 131.75 in a month. The significant variables that influenced marketing efficiency were cost of transportation, volume of sales, amount of credit used, and household size. Major problems of onion marketing include the frequent price fluctuations, high transportation cost and insufficient capital. Based on findings from the study, it was recommended that the significant factors that influenced marketing efficiency should be considered in policy issue to enhance efficiency. Also, access to credit should be enhanced in order to expand the capacities of these marketers. Policies that will ensure the provision of social and marketing infrastructure that can assist in reducing marketing cost should also be implemented.

Keywords: performance, onion, marketing.