Marketing margin and efficiency of watermelon marketing in Niger Delta area of Nigeria
2010
Onyemauwa, C.S.,Federal Univ. of Technology, Owerri (Nigeria). Dept. of Agricultural Economics
The study analyzed the marketing efficiency and determinants of the net margin of marketers of watermelon in Niger Delta area of Nigeria. The study focused on Southern Ijaw, a major Niger Delta region of the country. Data for the study were collected from forty randomly selected watermelon marketers in the survey area with the aid of questionnaires. Data were analyzed using tables, percentages, mean, frequency distribution, gross margin and net return analysis as well as the percentage efficiency index and the ordinary least squares multiple regressions technique. The result shows that about 70% of the respondents are within their active age of life (21-40 years) and that an average respondent have had two and half years marketing experience while the mean number of years an average respondent spent in school was just 7 years. The study shows that watermelon marketing system in the area is inefficient while a net margin of about 42% prevails in the area. The statistically significant variables that influence the net marketing margin of the respondents were found to be marketing experience, depreciation cost of marketing equipment, cost of produce and marketing cost. The marketing enterprise is profitable in the area. The major problems encountered by the respondents include seasonality and limited supply, paucity of capital and spoilage of fruits.
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