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     2026:7/3

International Journal of Multidisciplinary Research and Growth Evaluation

ISSN: (Print) | 2582-7138 (Online) | Impact Factor: 9.54 | Open Access

Efficiency of palm kernel marketing in Southeast Nigeria: the intervening role of Information and Communication Technology (ICT)

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Abstract

The increasing trend in the use of ICT in agricultural marketing and the dearth of information on its use among palm kernel marketers in the southeast Nigeria informed this study. Thus the study investigated the intervening role of ICT on the efficiency of palm kernel marketing in southeast Nigeria. Data for this study were collected from 180 palm kernel marketers from 30 markets of 3 randomly selected states of southeast Nigeria using a multistage sampling technique. The collected data were analyzed using descriptive statistics, Gini coefficient technique and marketing efficiency model. The result on ICT facilities available for marketing of palm kernel showed that majority of the palm kernel marketers in Abia (65.00%), Imo (68.33%) and Anambra (86.67%) states used social media marketing platform in the marketing of palm kernel in the study area. The findings on the market structure for palm kernel in the study area showed a Gini coefficient value of 0.670 indicating high inefficiency in the market structure. In addition, the result on marketing efficiency level of palm kernel marketers in the area revealed a marketing efficiency level of 78.88% indicating higher operational inefficiency. Evidence from the study shows that palm kernel market in the region is characterized by imperfect competition and the marketers conducted their marketing activities inefficiently. it was recommended that state government in the region and other stakeholders should encourage ICT utilization in palm kernel marketing through training on the requisite skills, credit facilities be made available to youths in the region to encourage them into palm kernel marketing training on best practices in marketing palm kernel be put in place by state government in the southeast region and other stakeholders in the palm kernel industry.

How to Cite This Article

Nzeocha CC, EE Umebali, CA Isibor, Nwankwo FO, CI Ezeano, AM Okeke (2024). Efficiency of palm kernel marketing in Southeast Nigeria: the intervening role of Information and Communication Technology (ICT) . International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE), 5(2), 621-625. DOI: https://doi.org/10.54660/.IJMRGE.2024.5.2.621-625

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