Mechanisms for Improving the Marketing of Agricultural Products for Increased Profitability

Abstract

The high increase in agricultural production has resulted in farmers witnessing some challenges especially in the marketing of their agricultural products. In line with this, the study was aimed at identifying the mechanisms for improving the marketing of agricultural products for increased profitability. The study was guided by two research questions and two null hypotheses. The descriptive survey research design was adopted. The study which was carried out in Nsukka Local Government Area of Enugu State, Nigeria made use of 130 out of 350 registered farmers that reside in the rural and urban areas. The structured questionnaire used for data collection was validated by three experts from the Department of Agricultural Education, University of Nigeria, Nsukka and with a reliability coefficient of 0.65 established using Cronbach alpha method. Data collected were analyzed using mean to answer the research questions while t-test statistic was used to test the null hypotheses at 0.05 level of significance. The study revealed that different marketing outlets and mechanism could be adopted to increase the marketing of Agricultural products and thus, making a high profit. It was therefore recommended that government should construct good road networks for easy transportation of the agricultural product to the markets.

Keywords: marketing, agricultural products, increased profitability, farmers

DOI: 10.7176/JMCR/62-04

Publication date: November 30^th 2019