International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Marketing of Agricultural Produce among Rural Farm Households in Nigeria: The Case of Sorghum Marketing in Benue State
Benjamin Chijioke Asogwa, Victoria Ada Okwoche

This study examined sorghum marketing among rural farm households in Nigeria. Data were collected from randomly sampled 100 sorghum marketers in Benue State using a structured questionnaire. Data were analyzed using frequency distribution and percentages as well as marketing margin analysis and t-test statistic. The marketing margin of an average sorghum marketer in the study area was 34.43%. This implies that 100% retail price paid by the final consumer resulted in farm-to-retail price spread (marketing margin) of 34%. An average sorghum marketer in the study area earns a farm-to-retail price spread of 0.34 Naira for every 1 Naira retail price paid by the final consumer in the marketing process. The marketers in the study area had significant marketing margin during their marketing transaction. The welfare of sorghum marketers was fully derived from the business which they transact, suggesting that sorghum marketing serves as a source of livelihood for the respondents.

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