AGRICULTURAL DISTRIBUTION STRATEGIES AND MARKETING PERFORMANCE OF FISH FARMERS IN RIVERS STATE

Abstract

This study explored agricultural distribution strategies and marketing performance of fish farmers in Rivers State. The study adopted the correlational research design and the quantitative research approach. The population of this study consisted of 554 fish farmers who were registered members of agricultural cooperative societies in the 23 local government areas of Rivers State. A sample size of 232 fish farmers was used for the study. The sample size was determined using the Taro Yamene’s formula. The sample size was selected randomly from the study population. Data were collected from the respondents using a structured questionnaire. The data collected were analyzed statistically while the hypotheses were tested using the Spearman Rank Order Correlation Coefficient (rho) and the SPSS version 24. The findings revealed that intensive distribution strategy is significantly related to sales growth of fish farmers in Rivers State. The study also found a significant relationship between intensive distribution strategy and market share growth of fish farmers in Rivers State. The study equally discovered a significant relationship between selective distribution strategy and sales growth of fish farmers in Rivers State. The study also reported a significant relationship between selective distribution strategy and market share growth of fish farmers in Rivers State. From the findings, it was concluded that the agricultural distribution strategies such as intensive and selective distribution strategies are significant predictors of marketing performance of fish farmers in Rivers State. Therefore, it was recommended that fish farmers in Rivers State should adopt agricultural distribution strategies such as intensive and selective distribution strategies as it would improve their marketing performance.