ABSTRACT
Over the years, major changes have
come into effect to improve the agricultural marketing system. Many
institutions such as, the regulated market, marketing board co- operative
marketing institution, warehousing co-operative etc have been established
primarily to aid the farmers.
However, various studies indicated
that modernization in agricultural marketing could not jeep pace with the technological
adoptions in agriculture. The various marketing function like grading,
standardization, storage, market intelligence e.t.c need to be improved to meet
the present day requirement of the farmers. In improving the marketing system
for food and livestock in rural areas like Dansof farms Auchi, Edo stated it is
important to understand the marketing problems because by doing this, workable
solution can be found.
TABLE OF CONTENTS
Title Page
Certification
Dedication
Acknowledgements
Table of contents
Abstract
CHAPTER ONE: INTRODUCTION
1.1 Background
to the Study
1.2 Statement
of the Problem
1.3 Research
Questions
1.4 Research
Hypothesis
1.5 Objective
of the Study
1.6 Scope
of the Study
1.7 Significance
of the Study
1.8 Limitations
of the Study
1.9 Operational
Definition of Terms
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction
to the Study
2.2 Current
Literature Review
2.2.1 The
Meaning and role of Agriculture in our Economy
2.2.2 Types Of Market For Agricultural Products
2.2.3 Characteristics Features Of Agricultural Products
2.2.4 Marketing Of Agricultural Products
2.2.5 Problems
Confronting Agricultural Marketing In Nigeria
2.2.6 Functions Of Agricultural Marketing
2.2.7 The Distribution Of Farm Products
2.2.8 Forces Influencing Farm Price
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Research
Design
3.2 Population
Of The Study
3.3 Sample/
Sampling Techniques
3.4 Design
Synthesis
3.5 Validity
Of Instriments Used/ Data Collection
3.6 Data
Analysis Method
CHAPTER FOUR: DATA ANALYSIS, INTERPRETATION OF DATA/ DISCUSSION
4.1 Data
Analysis & Interpretation
4.2 Hypothesis
Testing
4.3 Discussion
Of Findings
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Summary
Of Findings
5.2 Conclusion
5.3 Recommendations
References
Appendix
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Suck
knowledge of marketing problems would give information as to why markets are
not developed and what measures are required to develop the market.
Some of these problems
include the following:
i.
Large number of middlemen
This is because there are
too many middlemen coming to be involved in the complex market process,
eventually, the producers share of the naira is reduced.
ii.
Force Sales
Report has it that the
farmers in general, sell their produce at an unfair place and at an unfair time
and usually he gets unfair terms
iii.
Small and Scattered Holding
The areas where these
crops are produced are scattered, and each of these dispensed holdings are
small hence there is a problem in establishing uniform price.
iv.
Independent Storage Capacity and
Warehousing Facilities
The enormous waste due to
inadequate storage capacities and warehousing facilities, or the total absence
of it leads to a terrible result in the marketing of these agricultural
products.
v.
Lack of transport facilities
Because of the access of
good road and vehicles to access rural areas and convey produce to better
marketing locations, there is usually poor marketing.
vi.
Adulteration of produce in marketing
In
some cases, inferior commodities are mixed with superior ones and are sold as
superior commodities. This is possible since there are no grades and there are
no quality control measures.
Also
the main population weights and measures are still prevalent in the unregulated
market inspite of the introduction of uniform system of weight.
Arbitrary
deductions in the name of sampling are a common feature. Sales under cover is
also another feature of these unregulated markets.
Therefore,
an empirical analysis of the intercourse of these market variables are very
essential to improve on the conditions of marketing agricultural products in
rural areas like Dansof Farms Auchi, Edo Stated.
1.2 Statement of the Problem
The
problem this research attempts to solve is to unravel the puzzle of what are
the conditions to be put in place in order to annul the adverse effect of the marketing problems that
are perculiar to the sale of agricultural products in rural areas like Dansof
farms.
The
research problem is multi-faceted in that, it involves the whole marketing
variables, starting from the production to the transportation to the actual
market constrains. Hence the approach that would be applied in tackling the
problems would be multi- dimensional as well.
Because if there is no proper understanding and the
analysis of:
i.
The extraneous variables that influence these market variables and
ii.
The tendencies of the market variable,
It is
not possible to advance a fully scientific approach to tackling the problem.
Hence it is anticipated that at the climax of the research, more light would
have been shed on the cause of these problems and therefore possible solutions.
1.3 RESEARCH QUESTIONS
The following research problems shall direct the trust of
this study
i.
Do
rural farmers have anything they can do on their own to
Improve the marketing of
their farm products?
ii.
Does
lack of transport facilities affect agricultural marketing
as much as inadequate
storage facilities in Dansof farms, Auchi, Edo State?
iii.
What
are the strategies adopted by farmers in the sale of
agricultural products in
rural areas?
iv.
Has
government really contributed to sales of agricultural products in rural areas?
1.4 RESEARCH HYPOTHESIS
This
research carries out the following:
i.
HYPOTHESIS ONE
Ho: There is no significant
relationship between marketing strategy and sales price in agricultural
marketing.
Hi: There is always a significant
relationship between marketing strategy and sales price in agricultural
marketing.
ii.
HYPOTHESIS TWO
Ho: There is no significant relation
between transportation and storage of agricultural products
Hi: There is a significant
relationship between transportation and storage of agricultural products.
1.5 OBJECTIVE OF THE STUDY
The
main objective of this study is to relate the various problems to the economy
with regards to the marketing of agricultural products.
The
following are some of the objectives:
i.
To
determine those factors that are directly or indirectly
related to the marketing
of agricultural products and to what extents they have contributed to this.
ii.
To
know the extents of success/ failure of these marketing strategies adopted by
farmers in the rural areas.
iii.
To
x-ray and analyze the factors responsible for the outcome of these
marketing strategies adopted by the
farmers in the rural areas.
iv.
To
come up with what rural farmers or rural agricultural products marketers can do
to improve on the marketing of agricultural products in rural areas.
v.
To
examine the role of government in the marketing of agricultural products in
rural areas.
1.6 SCOE OF THE STUDY
This
study is primarily aimed at a comprehensive study and understanding of the
marketing of agricultural products in rural areas and it is strictly limited to
Dansof Farms ltd. Etsako West L.G.A Edo State.
From
experience, the researcher knows that farmers have been facing a lot of
problems ranging from production facilities, method of storage, transportation
and distribution of their products. To get more understanding of these
activities enumerated above, we ought to
search for ways to alleviate the problems of the farmers and the consumers.
1.7 SIGNIFICANCE OF THE STUDY
The
relevance of the study can not be over emphasized and it can be perceived in the
changes in consumer behavior or market trend in Edo State, particularly Dansof
farms.
This
study will create awareness about the problems encountered by farmers and
marketers in the marketing of agricultural products and to find possible
solutions to these problems. In most rural area, farmers don’t even know whether
there is anything like marketing to start differentiating whether it has to do with buying and selling.
This
study therefore will be of great benefit to all farmers, producers and
marketers marketing agricultural products. It will make them to gain an insight
into the benefits and problems of selling farm produce.
Further
more, this study will be very relevant to the government of this country (
Nigeria ). This study will enable the government to be aware of the fact that
agriculture is important as a foundation of national economic development and
also to put more emphasis on
agriculture.
The
research produces a write-up to reckon with, on the marketing of agricultural
products in rural areas which will serve as an instrument to educate future
researchers.
1.8 LIMITATIONS OF THE STUDY
In
carrying out this research work, the researcher was faced with numerous
constraints. These limitations are as follows:
I.
INDIFFERENT ATTITUDES OF RESPONDENTS
Many
of the respondents consulted were uncooperative with the researcher, some
responded to questions absent mindedly, while some refused attending to the
researcher. There indifferent attitudes of respondent went to the extent of them becoming careless
with the questionnaire given to them. Some
returned their copies and many others misplaced theirs. Thus , the researcher
was able to retrieve few copies.
II.
ILLITERACY OF RESPONDETS
Most of
the respondents to whom questionnaire were administrated, appeared to be
illiterates. This fact was discovered by the researched from the wrong filling
done by them.
III.
TIME CONSTRAINT
The
time range for the completion of this research work is quite short which made
the researcher to work at a very least rate to be able to meet the allotted
time for the completion of the project. Due to
crash programmes and the fact that the researcher was pre occupied with
course works and examinations, she could not visit enough places or conduct
adequate interview.
IV.
FINANCIAL CONSTRAINT
There was also
constraints due to financial incapacitations of the research, in carrying out
detailed work on the research.
1.9 OPERATIONAL DEFINITION OF TERMS
I.
AGRICULTURE
According
to Omoruyi et al (2005:1), agriculture is the cultivation of land for growing
crops and rearing animals for the use of man. The crops and animals are used in
farm of food, clothing, shelter, ornaments and also transport.
Acquaah, (2005:1), Aluyor
(2008) opined that agriculture is the science and art of producing crops and
animals under the supervision of human in a specific location.
Iwena (2007:2), it is the
deliberate effort made by man to till the soil, cultivate crops and rear
animals for food and other purpose.
II.
MARKET
According to
Kotler and keller,(2006),they observed that a market is a physical place where
buyers and sellers gather to buy and
sell goods
III.
Marketing
According to the American marketing Association (AMA) marketing is an organizational function and a set of
processes for creating, communicating and delivering value to customers and for
managing customer relationship in ways that benefits the organization and its
stakeholders.
Armstrong and Kotler (2011) viewed that , it
is a process by which companies create value for customers and build strong
customer relationship in order to capture value from customers in return.
According to Kotler, Armstrong Sounders
and Wong (2001:4) marketing is a social and managerial process by which
individuals and groups obtain what they want and need through creating and
exchanging products and services of value with others.
IV.
AGRICULTURAL MARKETING
Iwena (2002) viewed agricultural
marketing as the activities required to move farm product from the producers
(farmers), to the final consumers.
American Marketing Association (2004)
sees agricultural marketing as a set of process for producing, communicating
and delivering agricultural produce and farm inputs to customers and the
managing of customer relationship in ways that will benefit the producers
(farmers).
Agricultural marketing includes the
selling of farm inputs to farmers or the purchasing of farm inputs such as
seeds, chemicals, fertilizers, implements and the disposal of agricultural
commodities to the final consumers ( Omoruyi et al 1994)
V.
PRODUCT
It is anything that can be offered to
the market for attention, acquisition, use or consumption such as
personalities, organization, physical objects, ideas (Kerin, Hartley, Rudelius
2007).
According to Stanton (1980), a product
is a tangible and intangible attributes,
including packaging , color, price manufacturer and retailers services which
the buyer may accept as offering want satisfaction.
Pride and Ferri (1991) opines that a
product is anything both favorable and unfavorable that one receives in an exchange.
VI.
CONSUMER
According to Akhanoba(2012), consumer
is anybody who uses consumer goods and
service provided by government, business outfits or individual or being the
gift of nature ( e.g water, air, land) for his/her satisfaction and general
well being.
Advanced learners dictionary defined
consumer as a person who buys goods or uses services.
Stanton (1980) see consumer as the use
of a product or service and also the ultimate consumer of a product.
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