MARKETING EFFICIENCY ANALYSIS OF PADDY RICE MARKETERS IN TARKA LOCAL GOVERNMENT AREA OF BENUE STATE, NIGERIA
Publication Type: Journal Article
Publication Year: 2026
Author(s): Adejo Moses Adejo, Uhule Shagbaor Solomon, Burbwa Philip Aondover and Atanu Mona
Journal Name: (IJAEMD)
ABSTRACT
The study assessed the marketing efficiency of paddy rice marketers in Tarka Local Government Area of Benue State. Simple random sampling technique was used to select 115 paddy rice marketers as respondents for the study. A structured questionnaire was used for the data collection. The result shows that the marketing margin varied between 1.24% to 14.0% with a mean of 7.22% and the marketing efficiency ranged from 30.0% to 350.0% with a mean of 162.68%. Marketing of paddy rice in the study area is constrained by price instability, inadequate capital, high transportation costs, seasonal of paddy rice supply, distance to market, and poor storage facilities. Measures should be put in place by the government to provide access to affordable and low-interest credits for paddy rice marketers, while ensuring provision of rural infrastructure and amenities such as motorable roads, portable water supply and electricity to enhance transportation and processing.
Keywords: Marketing Efficiency, Paddy rice, Marketing margin