Marketing Performance of Dates (Phoenix dactylifera Linn.) Among Retail Traders in North-Western Nigeria
This study investigates the marketing performance of Dates among retail traders in North-western Nigeria. A total of seventy (70) questionnaires containing both closed and open ended questions were randomly distributed among the respondents while only sixty-three (63) were retrieved and utilized for the analysis of this study. Data were subjected to descriptive statistics as well as budgetary and regression analysis. The study revealed that the trade is a male dominant business and that the traders’ ages ranges within <30 – 60 years which is within the economically productive years. Western education had little or no effect on their ability to engage in this kind of business because the highest form of education obtained by some (23.81%) of the respondents was primary school. Majority (93.65%) of the respondents were married and maintain large family sizes. The trade is profitable with an annual revenue and Net Income (NI) of N224,386.10 and N217,797.57 respectively, the market is oligopolistic in structure signifying that a few marketers dominate the market. Cost incurred on variable inputs such as transportation, storage and packaging materials significantly determine the revenue and NI of the trade.
Dates (Phoenix dactylifera) Trade, Retailers Annual Sales, Net Income, Gini-coefficient
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