ROLE OF ROAD TRANSPORT NETWORK IN THE MARKETING OF AGRICULTURAL PRODUCT
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ROLE OF ROAD TRANSPORT NETWORK IN THE MARKETING OF AGRICULTURAL PRODUCT
Chapter One:
1.0 Introduction
The pursuit of self-sufficiency in food production is one of the top priorities for the majority of the world’s population today. It is also a problem that has the potential to worsen dramatically in the coming years. On the other hand, problems relating to rural inaccessibility have continued to plague the world, and in particular, Nigeria Agriculture.
It is on this basis that the government and transport policy makers should intensify efforts to improve the transport system, especially in the road network system. Their collective or individual efforts and endeavours should be directed towards fighting a war against hunger, and providing necessary transport facilities and services.
Food production is geographically distributed, and the job of connecting several food production centres with consuming centres is heavily reliant on physical distribution. According to Owen (2009:86),
the great diversity of Nigerian food would not be available without the complicated transportation infrastructure that serves the food business from product, therefore they rely on translation for the production and preservation of their worth.
Based on the foregoing reasoning, the role and extremely crucial to the road transport system is also explored in the study, with a special reference to the marketing of consumer goods in the Ivo local government region.
Ebonyi state the guest to achieve self-suffering food production is one of the most pressing issues confronting most of the world’s inhabitants today; it is also a challenge that threatens to intensify dramatically in the coming years.
According to Okereke (2010:4:6:60), the link between transport and consumers’ economic development is always a matter of theoretical interest and practical importance. While some see transit improvement as critical to accelerating the development process, others see it as a result rather than a cause of economic progress.
1.1. Background of the Study:
Transportation is a significant part of consumer product marketing in Nigeria. Based on the preceding argument, this paper investigates the role and importance of the road transport system.
According to the Nigeria trade journals vol. 9 no. 1 January to March 1961, on the country food and organisation conference (FAO), emerging countries’ food requirements will climb by a whopping 125% by 1989.
On the other hand, difficulties with rural inaccessibility have persisted in the world, particularly around Nigeria.
However, it is recommended that government transport policymakers increase efforts to integrate the transport system, particularly the road network system.
Their collective or individual efforts and endeavours should be directed towards fighting the war on hunger, providing necessary transportation activities and services, and contributing to investment decisions in related areas that can aid in the supply of additional food and its distribution to consumers.
1.2 Statement of the Problem:
Since the beginning of time, customers and transportation have been inextricably linked. This is not only because the source of food and fibre, or other economic products, is measured and can be gathered and delivered to markets, ports, and factories,
but also because services-operation are required conditions for the effective and efficient physical distribution of consumer goods.
The transportation network is a key component of the media food marketing system. Transportation is used to move things, ideas, and information with the goal of boosting production.
In Nigeria, road is the most essential introduction in the structural transportation of her consumer products in the Ivo local government area. In Ebonyi state, the majority of the road runs through a landscape with stark differences in temperature, soil, and vegetation, impeding consumer advancement.
Even when such roads are in good shape, there is a difficulty caused by bad maintenance, a lack of competent executive capability, a lack of appropriate materials, and a management issue. The vicious combination of these elements results in increasing costs.
Furthermore, if consumers are to respond to rising demand, it will be necessary to develop a method of expediting and lowering the cost of the flow of consumer commodities, information, and various rural services in order for them to contribute meaningfully to overall economic growth.
The endeavour include building a broad rural network and maintaining existing roads, expanding storage and processing facilities, and financing the entire system.
1.3. OBJECTIVE OF THE STUDY:
This study aims to examine the impact of road transportation on the economy and consumer products marketing in Ivo local government area, Ebonyi State.
The study’s aims include determining the impact of road mobility on consumer products marketing.
2. To propose meaningful recommendations to improve the success and effectiveness of consumer goods marketing in Ivo local government area, Ebonyi state.
3. Determine which elements are directly or indirectly related to the marketing of consumer goods and how much they have contributed to it.
4. Determine whether the transport system in the road network system boosted consumer marketing in Ivo Local Government, Ebonyi State, Nigeria.
5. To investigate how the road transport system assists customers in the distribution of their products in Ivo Local Government, Ebonyi State, Nigeria.
1.4. RESEARCH QUESTION:
This inquiry aims to answer the following question: a. How does the road transport system in Ivo local government area, Ebonyi state, impact consumer product marketing?
b. Does inaccessibility lower the incentive to produce?
c. Does the cost of transportation influence the pricing of consumer goods?
d. Do most consumers prefer to have their products delivered to them by road?
1.5. SIGNIFICANCE OF THE STUDY
The increased interest in this topic is owing to the beneficial and developmental contributions that consumers may make to the economy, as well as the enormous impact that transport infrastructure has on regional economics.
This is because transportation, development, and consumers are typically inextricably linked, since one determines the fortunes and relative pace of growth of the others.
The study’s significance is underscored by the fact that in Nigeria, the road is the only method of transit that connects all of the Federation’s states.
Finally, it acts as a motivating guide for future research in this field, particularly in current era of population growth and approaching food shortage.
1.6. SCOPE OF THE STUDY:
The most common consumer commodities in Ivo local government area, Ebonyi state, are yam, garri, cassava, maize, and palm oil. Because of differences in ecological elements such as climate, soil, texture, and so on, the village produces more types of food and other consumer goods than other areas.
Given that the study encompasses the entire Ivo local government region of Ebonyi state, it would be difficult and nearly impossible to visit all of the towns in Ivo local government area of Ebonyi state due to the passage of time.
Second, due to the attendant costs, the researcher cannot afford to visit all of the towns, combined with the year’s academic work, and recognise that Ivo is the largest producer of the key food items; yam, garri, cassava, and so on.
The study restricted and limited the after zone, which investigated the role of the road transport system in consumer goods marketing in Imo metropolitan.
1.7. Limitations of the Study:
An exercise of this nature is usually fraught with difficulties of various kinds, such as most research works conducted in developing countries like Nigeria. This study is subject to some limitations, which include data collection, financial primary data
and the fact that the majority of the respondents are illiterate and thus unable to complete the questionnaires without assistance or interpretation.
There was also a challenge with secondary data collecting because Nigeria hasn’t written much on consumer products or road transportation networks.
Finally, due to time constraints, it was unable to cover all of the essential issues covered in the study.
1.8. DEFINITION OF TERMS:
Since the study focuses on the impact of road transportation on consumer products marketing in Nigeria, the following terms should be defined:
1. CONSUMER commodities: Could be defined as commodities required to meet the consumer’s demands, such as garri, yam, and tomatoes.
2. MARKETING: Marketing refers to all business activities that influence the flow of goods and services from the producer to the consumer. According to Kotler (2009), marketing is a human activity that aims to satisfy needs and wants through the exchange process.
3. TRANSPORTATION: This is a system for moving people or products from one location to another via vehicles or roadways.
4. Agriculture can be defined as the science, art, and business of farming; it encompasses all activities related to food production.
5. Agricultural marketing can thus be described as the performance of all commercial operations engaged in the flow of agricultural products and services from the point of original agricultural production until they are in the hands of consumers. It entails applying marketing knowledge to the development, implementation, and control of agricultural-related operations.
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