SA Salau* and SA Omotosho
Department of Agricultural Economics and Extension
Services, College of Agriculture, Kwara State University,
Malete, Nigeria.
Abstract
Public relations (PR) is often overlooked in agricultural marketing and
organization. Less priority on PR is usually an indication of poor
management that results in inefficient and high labor turnover. This
research paper highlights the importance of PR, its determinants in yam
marketing and outlines the major challenges hindering the use of PR. A
two-stage sampling method was used to select 177 respondents from a total of
299 marketers. Data were collected with the aid of a structured interview
schedule. The results revealed that marketers use different PR strategies
and the most frequently used PR strategies were phone calls and retailers’
association. The market concentration index was developed to determine the
structure of yam markets. The value 0.013, indicates that the yam market was
perfectly competitive and non-concentrated. The marketing efficiency is
128.61 percent depicts that the wholesale yam marketers in Lagos state were
efficient. The market margin of 22.24 % reveals that every 1 USD sale
resulted in a price spread oc 0.22 USD in the wholesale yam marketing. The
variables explaining PR strategies are shop size, cost of spoiled yam, the
distance of market to the state capital, shop rent and household size. The
major challenges hindering the use of PR are a disregard for PR strategies
and poor training opportunities. We recommend the use of mobile phone
technology and the training of marketers on the use of PR strategies. Weak
network and high airtime tariff challenges should be addressed by the
government to reduce wastage and mitigate the effects of poor sales on the
marketing margin of yam marketers
Keywords:
Exchange points, Facebook, Marketing, Market concentration,
Market structure, Phone calls, Signage and Wholesalers
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* - Corresponding Author
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