THE MARKETING/DISTRIBUTION OF STAPLE FOOD IN ENUGU A CASE STUDY OF OGBETE MAIN MARKET
Distribution marketing is very important ingredient in every organization and in various fled of human endeavor much have been said and written about the marketing distribution of staple food. It is at this level that the researcher wants to review related literature in this area of study.
Madumere (1999) carried out a research on the distribution of staple food in Anambra state ( it case study of Ogbete Main Market Onitsha ) He found out that the marketing of staple food (yam) distributions are still for below the expectation of the consumers. He also discovered that lack of information with yam market of yam product that the general characteristics of seasonal variation in yam supply in contrast to its demand and this leads to wi0de spread disparities in distribution based on its finding he concluded that the yam distribution system is some what complex The complexity of the system arise from the fact that there is little or no cleaning refined role on the part of distribution.
A research study on the marketing distribution of staple food in Enugu
Metropolis ( A case study of Artisan market in Enugu urban) by Anike G.E
Okeke F.U Anakwue C.U and Okorocha P.N . in 2001 found out that the distribution marketing of staple food (yam) is not yet5 encouraging that consumer are still not satisfied with the system of distribution That poor distribution and marketing of product is as a result of most middlemen international creating artificial scarcity by hoarding the product to maximize profit .During that period the quantity distribution to the market .is not enough to meet the demand of consumer the also found out that customer pay a high price for the product as a result of the artificial scarcity of hoarding the product (yam) by the middlemen . As a result of the customers are not satisfied with the distribution and the marketing of the product. There is no cordial relationship between middlemen and customers,.Based on these finding s the researchers concluded that the yam distribution as staple food yam in Enugu metropolis in not properly carried out as arrest of the activities simulated by the middlemen in the area.
In 2002 Oji Emmanuel U.in research study on problem of marketing distribution of staple food found out that the multiplicity if trader and extended channels of distribution of staple found (yam) respond to the inefficiencies of total economic context of production and exchange for distribution is channel via established distribution. The market manager simply allocates products on an approved formula. Since demand exceeds supply in most cases there is no marketing problems on envisage in the foreseeable future. Th is incomplete as activity of the situation experience in developing economy. It w9ill equally be note worthy to point out that distribution has always been on the largest sector of Nigeria economy.
According to ukwu distribution in Nigeria (unpublished) as at early seventies (70s) distribution came second in the site after agriculture.
The size of distribution sector determines the extent of development reflecting an high level of individual and regional specialization in the economy sophisticated demand pattern and high level of demand for distribution service. The apparent irregularities in Nigeria where a large distribution sector co-exist with low level of general fifties an elegant reputation thesis by Beware and yanmay they revealed that multiplicity of traders and extended channels of distribution in agriculture produce (yam) could respond to the total economic context of production and exchange it should be point out and it absolute lack control along the few channel of distribution has lead to unscrupulous attitude to your middlemen in Enugu state. They hoard good (yam) especially during the of season so that they stand a chance of marking high profit yam middlemen make their goods available to the ultimate consumers or users at more than the farm prices.
Borsodic gave the cause of rising in distribution cost as follows.
Distribution cost in Nigeria as it is in America both for physical distribution and marketing has risen out of proportion to production cost High freight rates and crosses having and unnecessary transportation where principally responsible as compared to Enugu.
Producers engaged in mass production and mass had been active factors in development of extravagant marketing.
Infact distribution system in Enugu is so backward that the physical distribution performance is difficult to measure and control. In short a little decision to achieve costumer service (in market of yam) may greatly increase naira sale volume require an uneconomical level of inventory and services.
In summery, distribution in Enugu is characterized by fragmentation and duplication of channel management and control because of the almost absolute sure market for their production thereby creating room for exploitation of the consumer by channel member poor physical distribution structure and facilities finally poor service to the consumer by both manufactures and channel member. Member at affordable price (s)
Two major criteria are said to determine manufactures or producers choice of a channels member to be able to exploit the full sales potentials and ensure adequate and efficient courage of an assigned territory. The second is that the manufacture should be able to exert considerable degree of control on the channel.
This may be in term of price maintenance’s sales missionary work. Empirical observation has seen that the criteria do to apply in Enugu state channels members are selected on criteria that have little to do with performance rather distribution clip is given on a reciprocal basis or to power or just an act of good will. No worker most of the distribution of some agricultural and other product had little or no idea about the product they carry i.e. how they are produced and the processes it under goes before getting to that age of distribution.
Further on channel of distribution was station laid some four (4) steps that influence that choice of channels to employ. They are.
MARKET CONSIDERRATION
In choosing a distribution channel it is always very difficult to determine a product is intended to serve a consumer or industrial market. If it is industrial retailer will not be intended in the channel because of wide dispersion
PRODUCT CONSIDERATION
The variable that considered her are value perish the limit ability and the technical nature of the product. The producers often choose to sell directly to the consumers users of the product that are technical in nature perishable product are production affects the amount of fund available for production consequently the lower the limit values the lager the channel of distribution.
MIDDLEMEN CONSIDERATION
The variable really considered here are financial resources of the farmer the ability of management farmers the ability of management and desire of channel of control
In conclusion the various be able to verity the or quantify cost inherent in each alternative channel and performance of the channel in with overall corporate goal before arriving at the decision of a channel of purchases and stock at the board as its daily authorized executives may require
To arrange for delivery as board may direct .Its evident from the funct the board that distribution channel open to the procedures was from the retailer and finally to ultimate consumers .Th is one of the strategies used in distributing the yam. Here the individuals are not given the free to participate all round the trade situation (s) could not exploited filly.
Another strategy is the producers farmer at the farm gate sell the product to the middlemen comprising the wholesaler and retailers who in distributing or marketing yam is the producer selling to the wholesalers and he 9th wholesaler in turn sell to the consumers or users
It is worthy the force of demand and supply determined marketing and distribution.
DISTRIBUTION STRATEGY
Having looked at distribution it is the worth while to look at the various distributions strategies open in marketing of yam now and before DIAGRAM OF CHANNEL LEVEL
Zero level farm manufacture consumer one level farmer Retail consumer
The farmers product farmers Retailer consumer.
There level- farmer food processor Retailer farmer produce
Food procession wholesaler Retailer consume
SOURSES
Louise .p. Bakin 12 a theory of distribution channel structure (Backley institution business an economic Research university of California 1966) P.P.5.
The substitution of yam in Enugu State with or without yam board is rarely6 the following function of behalf of the board in which yam is inclusive.
To purchase yam at the station farm gate and not less them the minimum price
To finance purchased and until the time deliver to board. To make
CHOOSING A CHANNEL OF DISTRIBUTION
Production o0f various firm organization to not simply fall into hands of those who needs or want them. The producer cannot say to have completed their warehouse without disposing them .In fact there can be no system of distribution becouse the function of distribution is to move goods from the producer to the consumers example the aim of market5ing and distribution could be defeated in a situation where the farmer has a warehouse of yam in Abakalikei but no means of making them available to this consumer at Enugu state.
The result is that those good’s will remain stocked in the warehouse without being sold.
To avent this problems therefore market must take appropriate steps in order to provide (yam) from the processors to intermediate and finally to the ultimate consumer or users.
In a layman’s view channels of distribution are simply the way or route through which goods and services are made available to the market. According to Derome: McCarthy a channel of distribution is any services of any form or individual that participates in the goods and services from production in different areas open to any producer where by he can sell his production or product into the hands or those who needs them..
In his contribution Alex W. Ifezue says channels of distribution is physical flow of merchandise of a company the exchange route i.e the route taken in transferring of title of a product approach form is first owner to its last owner in his strategies approach to choosing distribution channel Elegbide state that in designing the channel the firms policy marker hold study he need to each segment of customers to decide the kinds and members of retailer to use and retailer. He further stated that the main characteristics of the strategic is that it is analytical strategic sequential and instead of reaching on the traditional textbook method of choosing channels. Policymaking should be systematic examination of the channel members the type of product and function (s) the channel member are expect to perform this work. It is useful to determine before hand whether the function (s) the channel members are expected to perform this work. It is useful to determine before hand whether the function (s) will be performed either by a single institution or by several including the producers. The type of product influences the choies of channel to use agricultural products like yam use long channel. This is because the markets from the product are large and widely dispersed and not concentrated at all in any geographical area. In case of yam there is no single consumers or users that is in the major consumers of any producer’s farmers. Every body consumer yam and buy from any available producers or channels. It is also pointed out that absolute lack of control along few channel of distribution has lead to unscrupulous attitude to the middlemen in Ebonyi State. They hoard product especially during the of season so that they stand. A chance of marking high profits. This is a problem in distribution of yam generally of unorganized and this disorganization hinders the flow of the market. Yam production and general scarcity. Based on its finding he concluded that the a apparent irregularity in distribution of yam in Ebonyi state is coexist with low level of general productivity and income simulated the middlemen. To erotically review the present marketing distribution system of yam, it is pertinent to have a cursory look at the concept of marketing and marketing system before dealing into what the relevant book; magazine and authorities has said about the system/ subject.
Marketing as we know involved a number of functions and has been given general definition by experts as its concerns such function.
Stanton (1981) is trying to give an embracing definition of marketing he defines it as a total system of business activities designed to plan. Promote and distribute want satisfying product and service to present to potential customer. He in this above definition sees marketing from the customers point of view. In his point of view kilter sees marketing variables as the product, which stand for tangible offer in the market including product features servicing and polices. Another important marketing decision variable is the price which is the amount of money the consumer have to pay for the product. Also, place/ distribution stand for the various activities the farmers (yam product undertake to make the product accessible and available to the target consumers.
Promotion on its own stands for the various activities the company undertakes to communicate its products and persuade target consumer to by them in this the yam producers to not engage optional activities because of the nature of .
THE DISTRIBUTION SYSTEM IN ENUGU STATE
Distribution is as old as the need, which cannot be possible unless the ant satisfies where they are wanted, came as a result of certain people or individual having surplus in return for others.
Support this view a popular theory that distribution development from the early division of labour that result in certain families or tribes having certain goods xcassively. They could for others who here surplus needed goods in return that era was when people sold their surplus through exchange activities it left untapped more or less by design or ignorance. The reason for this ugly trend or event cannot be divorced from the fact that Enugu State still experiences the seller’s market.
According to N.C Nwogwugwu observed as follows crops up from the fact that product.
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