International Journal of Business and Social Science

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

Agricultural Marketing and how the Shaffer – Star can be Applied
Ejiro U. Osiobe, Abdulqudus A. Ibrahim

This study examines the application of Shaffer’s – Star model in the distribution of agricultural produce. The paper uses the Ane Osiobe Altruism Farm in Gwagwalada, Federal Capital Territory (FCT) as a case study. The study aims to define the concept of marketing and its application to grow the farm's revenue. Furthermore, the study seeks to review previous research carried out on the farm and apply the Shaffer’s – Star in the distribution of the farm output to consumers. From reviewed literature (Osiobe E.U. 2018), and (Enyinnaya J.C. and Osiobe E.U. 2017), it shows that the farm may likely earn ₦255.00k for every ₦1.00k invested. However, it is dependent on the efficient utilization of resources such as land, labor, and capital (Eninnaya J.C. and Osiobe E.U. 2017). For this paper, marketing will be delved into because it is an essential strategy in raising more revenue for the Altruism farm, and the distance between the Altruism farm and nearby market(s) would be analyzed using the gravity model. Our results show that market N would be the best place to sell the farm’s products as it’s ranked as number one, followed by market G and A. The rankings are based on the number of commuters’ moving in and out of the market, and this reflects the volume of transactions that take place within the market.

Full Text: PDF