MARKETING STRATEGIES OF LOCAL PALM PRODUCTS (LPP) IN ONITSHA CITY, NIGERIA
Abstract
This study examined the marketing strategies and challenges encountered by local palm product producers in Onitsha City, Anambra State, Nigeria. Specifically, it assessed the level of influence of marketing strategies on locally produced palm products in terms of distribution and promotion, and identified the challenges encountered by local palm producers in these two dimensions. The study was anchored on the Diffusion of Innovations theory. A descriptive-survey research design was employed, with data collected from 130 respondents selected through convenience sampling from a population of 194 registered small-scale palm product producers. A structured questionnaire measured on a four-point Likert scale served as the primary data collection instrument, with a Cronbach's alpha reliability coefficient of 0.933. Data were analyzed using weighted mean. The findings revealed that marketing strategies exerted a moderate level of influence on locally produced palm products, with distribution (WM = 3.07) and promotion (WM = 3.05) both contributing meaningfully to market performance. The study also found that local palm producers encountered considerable challenges in both promotion (WM = 3.39) and distribution (WM = 3.26), driven by financial constraints, limited access to modern promotional platforms, logistical difficulties, and competitive pressures. The study concluded that existing marketing strategies remain functional but have not reached their full potential, and that distribution and promotional challenges are interdependent. It recommended diversification of distribution channels, adoption of low-cost promotional strategies, improved market infrastructure, and accessible credit facilities for small-scale producers.
JEL: M31, M37, L11, Q13
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DOI: http://dx.doi.org/10.46827/ejmms.v11i1.2202
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