Effect of Market Information Dissemination and Financing Function of Channel Members On the Effective Marketing of Local Rice in Ebonyi State, Nigeria

Abstract

The effect information dissemination and financing functions of channel members in Ebonyi state has been assumed to be responsible for the retarding growth and reduced sustainability of rice production. Hence, the study seeks to find out the relationship between the channel members activities of market information dissemination and financing, and effective marketing of rice in Ebonyi State. Cross sectional survey design was adopted in the study on a total population size of 986 rice millers and rice traders from the two zoning block (Abakaliki and Afikpo) of the state. The Abakaliki block is made up of 285 registered rice millers and 340 rice traders. While the Afkipo block is made up of 156 registered rice millers and 205 rice traders. A sample size of 285 was obtained through the use of Taro Yamen Formular. The data collected through questionnaire was analysed with regression analysis and ANOVA analysis variance with the aid of statistical package for social science (SPSS) V.23. The findings revealed that (i) the activaties of market information dissemination by channel members reduces the irregularity of rice supply, create consumers’ awareness of new rice species, bridge time gab and package rice products results to effective marketing of rice, and (ii) the payment for rice products in advance and offering of soft loans to rice farmers without collateral helps to increase volume of local rice production in Ebonyi State. The implication of the findings shows that marketing channel members plays a vital role on the growth of rice production in the state and well the its exchange. The study recommends that state government should create favourable enabling environment for marketing channel members of rice in order achieve sustainability effective marketing of rice.