PLANTAIN MARKETING

This Study conducted a profitability analysis of plantain marketing in Ovia North East Local Government Area of Edo State. It was observed that there was no clarity on the measures that plantain marketers in Ovia-North East Local Government Area of Edo State put in place to reduce the effect of the marketing constraints in order to increase their marketing profitability. Hence, the study objectives were to identify the socio-economic characteristics of the respondent; determine the marketing channels; determine the profitability; identify the marketing constraints and identify the ameliorating measures for plantain marketing in the study area. The primary data used for the study were collected through interview with the aid of a well-structured questionnaire. Eight (8) markets were purposively selected in the study area. Marketers were proportionately sampled from each market giving a total sample size of ninety (90) respondents for the study. Descriptive statistics, cost and return analysis, ordinary least square regression analysis, and Likert scale were used to analyze data collected. Majority of the marketers interviewed were female (95.6%), married (66.7%), within the age group of 40-49 (30%) with secondary education (38.9%), 6 10 years and 20 years and above (28.9%) marketing experience and household size of 1-5 (58.9%). The study encountered mainly retailers (48.9%). Marketers had a mean monthly gross income of ₦172.17 per bunch. Their gross ratio, operating ratio, expense structure ratio, return per capital invested and benefit cost ratio were 0.17, 0.82, 0.004, 0.21 and 1.21 respectively. Marketing constraints were high purchase price, seasonality, high transfer cost and poor access to credit facilities. Ameliorating measures used were thrift society and joint vehicle hiring. Quantity sold and transfer cost were the significant determinants of revenue with a coefficient of 1334 and 671.68 respectively. It was concluded that plantain marketing was profitable and that technologies, financial and transport systems dedicated to agricultural products, most especially plantain, will greatly boost profitability.