IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 6 NO. 1 2022
DOI: https://doi.org/10.56201/ijmcs.v6.no1.2022.pg82.94

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An Analysis of Yam Flour Marketing in Olorunda Local Government Area of Osun State, Nigeria

Okunola Solomon Olufemi & Olapade Ogunwole Folayimi

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Abstract

Yam flour marketing is one of the Agribusiness ventures undertaken mainly by women (100%) in the study area. The business was profitable in that the Gross Margin (GM) of N 199,312.84 and the Marketing Margin of (MM) of N 19,575 were high and appreciable per caput. The marketers were in one or the other in a married state and no single woman was involved. They had a relatively large family size (6-10 members) and had at least one form of education. They were of mixed religion and funded their business mainly through cooperatives and daily contributions. They were all retailers and they mostly sold white yam flour (90%). It was revealed that Loan, Cost of Yam flour, Cost of Transportation and The total amount sold were the factors influencing profitability of Yam flour marketing in the study area. While Loan and Total amount sold had positive coefficients and were statistically significant at 10% and 1% respectively, Cost of Yam flour and Cost of Transportation impacted negatively on profitability and they were statistically significant at 5% and 1% respectively.

keywords:

Agribusiness Ventures, Processing technology, Married State, comparative advantage and yam flour

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