IIARD International Institute of Academic Research and Development

International Journal of Agriculture and Earth Science (IJAES )

E- ISSN 2489-0081
P- ISSN 2695-1894
VOL. 10 NO. 10 2024
DOI: 10.56201/ijaes.v10.no10.2024.pg46.55

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Analysis of the Determinants and Extent of Use of Marketing Functions Among Producer-Marketers of Cultured Fish in Benue State, Nigeria

Nuhu Boniface Ibrahim

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Abstract

The study was conducted to analyze the determinants and extent of use of marketing functions among producer-marketers of cultured fish in Benue State, Nigeria. Respondents were selected using the multi-stage sampling technique where 300 hundred fish producer-marketers were used for the study. In order to collect data, structured questionnaire were administered to respondents. 299 of the questionnaire that were issued returned valid and data collected were analyzed with the use of multiple regression and descriptive statistical tools of mean and standard deviation. Findings shows that the coefficients of the independent variables of age, experience, membership of cooperative, contact with extension agent, start-up capital, technology application and market research training are significant at various levels. The coefficient of age was significant at 1% level and negatively related to marketing function adoption. The negative sign of the coefficient conforms to the a priori expectation, indicating that as age increases by 1year, fish marketing function used decreases by 0.011%, an indication that as the producer-marketer advances in age, energy and stamina gives way thereby affecting general productivity. The years of experience garnered by cultured fish producer-marketers had a coefficient of 0.024 and significant at 10% implying an increase in experience in cultured fish production and marketing will increase the tendency for marketing function use by 0.024%. Using the mean score of each of the marketing functions and standard deviation, the extent of adoption are either classified as important or not important from the responses received from the surveyed producer-marketers; hence where the mean score of any of the functions is ? 2, it is considered important while mean score of < 2 is assumed not to be important. From the results obtained, branding, invoicing, handbills and payment for on and offloading have mean scores of <

keywords:

Cultured fish, Producer-marketers, marketing functions, sales, profitable, Benue State,

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