Economics of Rural Livelihoods: A Case Study of Bitter Kola Marketing in Akwa Ibom State, Nigeria

Abstract

The study examined the economics of bitter kola marketing in rural areas of Akwa Ibom State, Nigeria. A sample size of 120 bitter kola marketers was selected for the study using a two-stage sampling procedure. Data obtained were analysed using descriptive statistics and budgeting technique. Findings reveal that 61.7% of the respondents were females with an average age of 37 years; 58.3% were married and 85% had formal education. The average household size of the respondents comprised of six persons and their average years of bitter kola marketing experience was also six years. Budgetary analysis indicated the bitter kola marketing in the study area is profitable with a marketing efficiency of 135.2%. Transportation costs, poor marketing channels, price fluctuation, perishability and seasonality of the product were the most severe constraints to bitter kola marketing faced by the respondents. -Findings recommend, among others, that the Government (State and Local Government) endeavour to provide basic infrastructure such as good road networks in the rural areas of the state since high cost of transportation was the most severe constraint to bitter kola marketing in the study area.

Performance of Date Palm Fruit Marketing in Jigawa State, Nigeria

“…Giroh et al (2010) employed Shepherd-Futrel model to determine marketing efficiency and obtained a marketing efficiency of ₦122 which is also more than 100 which is an indication of efficiency in the markets and the net of returns obtained from marketing of date palm are greater than the marketing cost incurred which also means excess profit. This is in accordance with findings of Andem et al (2015) realized a marketing efficiency of bitter kola to be 135.2, implying that bitter kola market is efficient in the area.…”

“…The study adopted the Shepherd-Futrel model as used by Giroh et al (2010) and Andem et al (2015) in determining the marketing efficiency and the model is expressed as:…”