MARKETING AGRICULTURAL PRODUCT THROUGH FARMER CO-OPERATIVE SOCIETIES IN ENUGU STATE

ABSTRACT

Records at the urban Division Co-operative Office show that out of thirty-eight farmer co-operative societies registered in urban area since 1976, only fifteen are functional to date. Base on thus observation the researcher under took the topic with a view to find out the major problem of F.C.S marketing in Imo State.

Based in the results of the percentage and the chi-square tests of the data obtained. It was found that unavailability of finance, lack of trained staff constitute problem to the effect of marketing of F.C.S.

Hence it was recommended that more efforts should be made to attract the richer members of the community to enroll as member patrons of co-operatives society.

In addition, farmers co-operative societies should sponsor the training of their leaders so as to ensure increased efficiency in marketing.

TABLE OF CONTENTS

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

1.2 The objective or Purpose of the Study

1.3 Scope of the Study

1.4 Significance of the Study

1.5 Limitation

1.6 Definition of Terms

CHAPTER TWO

REVIEW OF LITERATURE

2.0 Literature Review

2.1 Definition and Meaning of Product

2.2 The 4ps of Marketing Variable

2.3 Patterns of Style of Marketing

2.4 Quantities expected in marketing

2.5 The nature of marketing co-operative

2.6 Summary of literature review

CHAPTER THREE

3.0 Methodology

3.1 Population of the Study

3.2 Sample and Sampling Produce

3.3 Method of Data Analysis

3.4 Instrument for the data collection

3.5 Validation of the research instrument

3.6 Reliability of the research instrument

3.7 Method of administration the research instrument

CHAPTER FOUR

4.0 Data Presentation and Results Summary

4.1 Results/Findings

CHAPTER FIVE

5.0 Discussion of Results/Findings

5.1 Conclusions

5.2 Recommendations

Bibliography

Questionnaires

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

A BRIEF HISTORY OF CO-OPERATIVES

Helm (1986 p. 89) refers to co-operatives as voluntarily organization of economic units based on equality, carrying out allocated or self given economic objectives is in it’s nature neither capitalistic or socialistic but an neutral means of organization which can serve various aims and economic objective.

Ilo (1975 P. 102) defined a co-operative society as an association of person usually of limited means who have voluntarily joined together to achieve a common economic end through the formation of a democratically controlled business organization, making equitable contribution to the capital required and accepting a fair share of risk and benefit of the undertaking.

Marty (1986 P. 114) co-operative refer to working together for the same end ie for mutal benefit in the fields. Thus, a co-operative societies is a voluntarily association of person having mutal ownership and interest in providing them serves some of their needed service on a non-profit basis. It is usually organized as a legal cutities to accomplish an economic objectives through join participation of its members. Judging form the foregoing, the primary objective in a co-operative venture may be viewed as the advancement of members economic and a social interest. In the views of members economic and social interest.

In the views of Okereke (1986 P. 77) the co-operative movement is neither a social movement nor a welfare scheme to give sometimes to somebody in socio economic institutions.

Individual may come together from time to time to achieve certain aims in co-operative with other especially in most tribal societies, may be fulfill certain temporary needs.

Helm 91986 P. 102) observed that the history organized co-operative business of more permanent nature may be traced to the economic social and political changes that occurred in Europe, especially during the revolution.

Prior to this time, pleasant farmer were exploited by money lenders to the extent that they were virtually farmering for money lenders. This situation led to social unrest and insecurity which provided a good atmosphere for a new social order and social change.

The actual formation of co-operative Helm (1986 P. 48) was said to have emanated from the activities of dedicated philanthropist, politicians church men and civil servants such as Robert own and Dr. William King, in England, and Charles fourier, wins Diane and Charles Gide in France.

Even though the formation of pionner co-operative societies may be traced to the activities of these individuals of these individuals, dating as far back as 1771, the spread of co-operative movement the world over in linked with the activities of the Rodchdale pionner in 1844.

Agro-base co-operative movement hard it’s origin mainly in Germany in 1818. Since then it has diversified and spread it almost all the work and crarmy of the world and Nigeria is not left out in it’s spread.

CO-OPERATIVE MOVEMENT: THE NIGERIA

EXPERIENCE

The Rochdale type of co-operative came into existence in Nigeria in 1935 even though Aru (1983 P. 113) has said that co-operative as a form of self help organization is traditional and indigenous to Nigeria.

Taking a look at the Nigeria situation, Abdukahi (1986 P. 14) has it that the activities of Europeans, living in parts of the western Nigeria at the end of the first world war introduced the initial traces of organized co-operative when these European formed consumers societies to carter for their own needs. Though thus later fade away, in 1926, the cocoa farmers in western Nigeria were said to have been organized and encourage to sell then cocoa product collectively. This according to Adbullahi led to the formation of cocoa producer co-operative societies and making unions which were wide spread in the southern Nigeria.

This situation led the colonial government to send Mr. C.F. Strif land on a tour of India to study the India Co-operative Movement and look for possibilities of introducing the same to Nigeria. Strit land’s reports and recommendation were favourable to the formation of co-operatives in Nigeria and this encourage the colonial government to appoint a Registrar designate for co-operatives, major E.F.C Halg and to send for training overseas.

Having studied and modified the Indian co-operative societies law for use in Nigeria.

At the end of this training, the task facing Haig were:

1. How to re-organize the cocoa farmer societies and marketing unions

2. How to bring it under the protection of the law

This brought about the co-operative societies ordinance (law No 39 of 1935) which came into force on 6th February, 1936.

According to Abdullahi (1987 P. 7) the pionner co-operative societies registered under this law was the abedum co-operative product marketing society limited, abedum, near Ibadan in 1937 with late Chief Obisean as President, in 1978 and in the words Adeyeye (1978 P. 42) there are total 101 591 primary co-operative societies in Nigeria with a total membership of 589, 775, individual.

DEVELOPMENT OF CO-OPERATIVE IN ENUGU STATE

Onwe (1986 P. 18) hard it that the advent of the co-operative in Enugu State may be traced to the formation and registration of P.W.P Enugu Co-operative thrift and loan society limited, in 1990. The co-operative scene in Enugu State has witnessed a great increased both in number and complexity to the extent that Onwe (1986 P. 56). Rostulated that there were a total of 1237 co-operative societies most of which were farmers multi-purpose co-operative societies (F.M.C.S)

Co-operative awareness has increased in t he state to the extent that practically all communities in Enugu State now have at least a co-operative society. There is also the establishment of financial institutions such as co-operative and Commerce Bank Limited, Nigeria Agricultural and Co-operative Bank Limited (ACB) to carter for financial interest of co-operative societies in the state.

Moreover, recorded in Enugu State Co-operative Office tends to show that in September 1975 ten people from different town in the Local Government Area. Came together from Enugu State Divisional Co-operative councils (ENSDCC) limited.

This was followed by a formal application on 30th September 1975 to the Ministry of Commerce and Industry (now called Ministry of Commerce and Industry) at Enugu State for registration, with the approval of thus application, the Enugu State Divisional Co-operative Council Limited came into existence in official circles on 26th May, 1976. To date, there are thirty-eight registered co-operative societies in Enugu State.

PROINCIPLE OF CO-OPERATIVE

One common feature of co-operative the world over may be found in the pioneering principle of co-operative advanced by the Rochdale Pionners in 1844. These includes:

• Open and voluntary membership

• Democratic management

• Limited interest in share

• Patronage rebate

• Goods be sold at current market prices and for cash only

• Neutrality in race, religion and politic

• Sales of pure adulterated goods

• Continuous education of members Helm (1986).

The fact that these principles have been x rayed and modified to suit particular co-operative societies does not regrate to fact that they provide the guide and the frame work for the formation and operation of pionner co-operative societies the world over. The Farmers Co-Operative Society (FCS).

The farmer co-operative societies may be views as co-operative among individual activities. They may engage in the production of crops or annuals for sell. They may solely operate to produces and distribute or to sell agricultural products or impacts to farmers.

This is slightly different from the farmers multi-purpose co-operative society (F.M.C.S) which mainly combine marketing agricultural and other marketing variables. These of course implies that marketing of agricultural product farmers co-operative society are basically similar.

1.2 OBJECTIVES OF STUDY

The main purpose of this study is to find out great impact of marketing agricultural produce through farmers co-operative societies, on view which has helped the marketing practitioners in their daily transactions. Basically every producer or manufacturer has his ultimate aim at which he sells his produces. This is the reason why the impact of co-operative societies are normally considered through the marketing of agricultural produces.

Beside, the study helps us to know when, what, where, and when to market agricultural produce at a convenient time.

Moreover, it helps is to determine the degree and nature of the effect marketing agricultural produce through farmer co-operative societies.

1.3 SCOPE OF AND STUDY

This study is to be carried out to identify the major management problem among the thirty-eight (38) farmers co-operative societies in Enugu State.

It is not intended to deal on the formation of co-operative societies or the problem of other co-operative societies on the problem of other co-operative without agricultural basis.

Due to an indication of major management problem (F.M.C.S) in Enugu State. It is also limited only sampling F.C.S. in Enugu State.

1.4 SIGNIFICANCE OF THE STUDY

This study is meant to aid co-operators gain more knowledge of what is expected of them fro the success of this co-operative enterprises by:

1. Determining the extent to which these problems constitute a hindrance to the efficiency of societies.

2. Determine same of the basic management flows that encountered in the marketing of agricultural produce through farmers co-operative society.

3. Seeking avenues through which such problems can be limited.

4. Finally, based on the findings of the study recommend measure by which the inefficiency or marketing should be rectified for the realization of the societies objectives.

Onwe (1986) has observed that co-operatives as away of rulling people resource together for higher economic achievement and for desirable. This especially true of small scale farmers who as Abdullahi (1980), said can solve most of their problem through co-operative by obtaining the benefits of large scale production, marketing, credit and other impacts. This study want to ameliorate the bottle necks preventing farmers co-operative from realizing benefits.

1.5 LIMITATION OF THE STUDY

This study is limited to investigate the impacts of co-operative societies in the marketing of agricultural produce in view of Enugu State Case of Study. In researching the problem, the researcher encountered the following constraints which are:-

TIME

The researcher hand to divide the little time available to him and between the classroom work and the research. This was a great limitation of the study.

FINANCE

This is another factor that hindered effective study of this research work, the researcher found out the actual cost of mining around for material for the study and collection of data were above what was estimated and it was a great limitation.

Finally, there was problem of insufficient work originally done as it concerns that company. In addition was also the problem of non responses from some respondents who rejected out rightly the questionnaire from the researchment on to seek for interest respondents though money and time was pent in the process.

1.6 DEFINITION OF TERMS

PRODUCT

A product is anything (tangible/mtangible) presented to a target market or marketed to satisfy a want or need. It may be a person, place, an organization an idea, a goods or services offered to a target market. Hence product is taken up or studies first before the other mixes because the impression both potential customers have a given product or service effective the marketing or acceptance of the product or service among customers and invariably, thus impression also effect the development of the other P’s (Dr K.N.L. Nkem).

PRICE

Price is the value placed on what is exchanged to gain satisfaction or utility Philip Kolter (1997). It is expressed in different term of different exchange. Such as fare, fees, charges, tuition, rents, premiums, dues, interest, fine, cheque, deposit, commission taxes and so forth. It concept is to qualify and express the value of item in a market exchange.

PROMOTION

Promotion have refer to all forms of information and persuasion aimed at influencing a target audience. The principal method of marketing promotion are advertising personal selling, sales promotion and public relation. The objective of promotion is to make potential buyers more favourably disposed toward the firm’s offering by communicating to the actual buyer about the benefits and values of a product.

PLACE (DISTRIBUTION)

Place or distribution in his content is refers as a major factors in developing services, marketing strategy because of inseparability of service from the producers.

Place or distribution in marketing could be equally mean, the movement of goods from the area of manufacturing to that of consumption.

MARKET

A market is an aggregate of people who as individual or organization have need for produce in a production class and who have the ability willingness and authority to purchase such product.

MARKETING MIX

This is the combination of activities involving price, product, place and promotion that a company or firm undertakes in order to provide satisfaction to consumer in a given market at a given period of time.

CHAPTER TWO

MR REVIEW OF LITERATURE

The literature review for this research will be carried out in the following areas.

2.1 DEFINITION AND MEANING OF PRODUCT

2.2 THE 40S OF MARKETING MIX

2.3 PATTERNS OF STYLE OF MARKETING

2.4 THE NATURE OF MARKEING CO-OPERATIVE

2.5 SUMMARIS OF LITERATURE REVIEW

In the course of the particular study the researcher made effort to locate literatures on the impact of co-operative societies in marketing of farmer agricultural product in Enugu State. Such effort includes trips to the state and national library. IMT Enugu Library. Researcher reviewed past studies, materials by authorities. Individual professionals. Journals, Books, Magazines and its impact in the marketing agricultural produce through farmers co-operative societies.

2.1 DEFINITION AND MEANING OF PRODUCT

What Is A Product

Product is the most important marketing mix dement the importance of product to a firm is fully captured by Dick Barry’s (1981 P. 48) description of that taking from the perspective of a supplier success or failure in the market place requires having a product that is in demand supported by an adequate distribution system, effectively promoted, and competitively priced.

In the sample vein .F. Russel (Quoted by Ibeanyi Ononogbu 1988 P. 1.60) must have thought about the overwhelming importance of product of a firm when he caultioned that” no war’ no bank failure, no strike or fire can so completely and irrevocable destroy a business as a new and better product in the hands of a competitors.

Managing the product variable embrace planning and developing the right product and or service to be marketed by the company. The product element constitutes the most important aspect of a firm’s marketing programme. It is the product that every product tries to conceptualize in the form most. Desired by the consumer in order to satisfy his needs. This impitos that in determining what product attributes as qualifies safety, features options, styles, packaging, labeling warranties and guarantees are considered.

However having said this far about product we like to ask at this stage, what then is a product?

There are many definitions of product as there are multi-faceled varieties of products offered for man’s attention purchase and consumption many notable marketing thorist, schldars and practitioners have come up with several all-embracing definitions. But the authors here identify with the position of Santon, Ere and Walker (1997) who argued that in order to develop a sufficient term covering goods. Services, places persons and ideas. In other words a product can and should be viewed in such broad connotation. A product that provides benefits can be something other than tangible goods.

Thus, the Nike Lake Resort Hotel Product is a service that provides the benefit of a comfortable “home away from home” at a reasonable price.

The “Olumo Rock” (in Ogun State Nigeria) product is a place that provides fan. Pic – nic historical wonder, and a cross – cultural speaking, the political parties product is a person (political candidate) whom the party want the electorate to buy (vote for). The society of women against Aids in Nigeria (SWAN) is selling an idea and the benefits of non-promiscuous life.

Stanton (1984 P. ) had earlier on definition a product as” a set of tangible and intangible attributes including packaging, colour, price manufacturer’s prestige, retailer’s prestige and retailer services, which the buyer may accept as offering want satisfaction.

This is implies that a consumer buys not just the physical product, but the total company offering that satisfies, his needs and wants. In other words a product consists of the physical product plus the psychological factor which the consumer puts into consideration while making a purchase decision. Therefore a product encompasses those attributes that accompany its purchase such as convenience of purchase. The store attendant’s assistance, store, prestige the right to return a product if it fails to satisfy a consumer’s specific requirement pre and post service etc.

The most important thing to note about a product is that it must be capable of satisfaction then obviously, it is not a product.

Philip Kotler (2000 A.D) writes that a product is “anything that can be offered to market for attention acquision use or consumption. Also that might satisfy a want or need” in Kotler’s attributes, service a place an organization or even an idea.

Scheive Charies D. (1987 P. 24) also sees product in the same broadened view when he described a product as” the entire set benefits that are offered in an exchange including goods, services, ideas, people place and organization.

A product is a set of benefits sought by consumers. It is important to note that a product’s benefits must match the market desires. Furthermore a product includes every activities that a marketer performs to convey satisfaction and the marketer should focus on all the steps in the exchange process. In an effort to achieve this delivering of satisfaction to his customer.

2.2 THE (4PS) OF MARKETING MPC

In the marketing agricultural produce through farmers co-operative societies the researcher has to take more look on the (UPS) of marketing mix, which includes the followings:-

PRODUCT AND SERVICE

Still in its broadened perspective it is pertient to note as Kotler (2000 P. 35) has observed that a company’s offer to the market place usually includes. Some service he notes that service component of a product can be a minor or a major part of the total offer. The offer can range from pure goods which consists mainly of tangible product on the one hand to a pure service consisting primary of intangible service on the other hand.

Kotler identified three categories of offer thus

1. A pure tangible goods: Under this categories, the offer is made up primary of a tangible goods such as sunglass plate tooth paste. This tripe of offer is not accompanied by any services.

2. A tangible good with Accompanying service: Under this the offer consists of a tangible good accompanied by no or more services to enhance its consumer appeal. For instance, a car manufacture must sell more than a car. According to Theodore Levitt (1979 P 12) the more technologically sophisticated the generic product (eg cars and computers) the more dependent are its sales on the quantity eg display rooms delivery repairs and maintenance application aids. Operator Haining installation advice Narranty fulfillment) in this sense, general motors is probably more service intensive than manufacturing intensive without the service its sales would shivel.

Most tangible goods manufacturing firms in Nigerian yet to learn, to provide the necessary accompanying service those goes with the offer.

3. Hybrid: In this case, the offer consistent of equal parts of goods and services. For example hotels and restaurants are patronized both for food and their services.

Schewe Charies D. (1987 P. 113) gives contrasts between products and services, nothing that even though goods and service both attempt to satisfy consumers wants and needs. There are some important difference b/w these two classes of products.

Schewes contrasts are as shown below

PRODUCT SERVICE

1. Goods tend to be tangible no perishable standardized and low in buyer participation. 1. Service tend to be just the opposite intangible perishable non standardized and high in buyer participation

2. Goods rely more no material objects created by the market Service rely on direct action performed by marketer

A mass transit company offers mobility the case or benefit or moving from one location to another. A woman who picks a roll of lipstick and cosmetic products, from a shop “buys beauty. In the same manner “a hotel establishment sells” rest comfort and sleep.

The core product offers solution to a consumer core need and as Kotler points out marketers must themselves as benefit providers.

2. GENERIC PRODUCT

The market has to turn the core benefit into a generic product namely a basic version of the product. This according to schewe is” a set tangible or intangible attributes that are assemble into an indentifiable form”.

Here, each separate product category is defined by a commonly understood desperiptive name pillows cars, bread, shirts, soaps, skin care foam etc.

3. EXPECTED PRODUCT

This refers to a set of attributes and conditions that buyers normally expect and agree to when they purchase this product. There are certain conditions that must be met over and above the basic unsatisfied need or want conditions that consumers naturally. Take for granted as existing buying a product.

For example a guest entering a hotel normally expects a clean bed and towel a telephone cloths closet, and a relative degree of quite. Also a number of essential things must be present and combine to convince a would be depositor that a place or an establishment that purports to be a bank is clistinctly a bank to which he entrusts his money. As a mark of level of development competition in most developing countries, Nigeria inclusive still takes place at the expected level.

4. AUGMENTED PRODUCT

This aspect includes additional services and benefits that distinguish the company’s offer from competitors offers. For examples computer can provide technical device, delivery service on site installation, repairs and maintenance services. An airline company can provide airport shuttle computer buses, that would convey its passengers form the airport to their destination within its route cities.

Kotler (2000 P. 54) observes that product argumentation demands that the marketer should have a look at the total consumption system the way a purchaser of a product performs the total task of whatever it is that he or she is trying to accomplish when using the product” To this end, the marker has to recognize many opportunities for augmenting its offer in a competitively effective way.

Theodore Levilt (1977 P. 104) further point that the new competition is not b/w what companies produce in their factories but b/w what their add to their factory output in the form of packaging service advertising customer advice financing delivery arrangements, warehousing, and other things that people value.

PRODUCT DEVELOPMENT PROCESS

The product decline sate in the product life cycle usually presents challenging task to marketers in that it usually calls for nee for them to development new product, improve on their product or replace the ageing ones. It is obvious that customers want and expect new and improve products given the rapid changed it taste, technology and competition.

THE PROCESS OF PRODUCT DEVELOPMENT INVOLVE:

1. Ideal generation

2. Screening

3. Commercialization

4. Marketing testing

5. Product developing

6. Business Analysis

7. Marketing strategy

8. Concept development and testing

Thus served as the positioning plat from for protecting other attributes of the car.

ii. BENEFITS

A trand is more than a set of attributes. Customer are not buying attributes. They are buying benefits. Attributes need to the translated into functional and or emotional benefits.

The attribute durable could translate in the functial benefit, I won’t have to buy a new car every few years. The attribute expensive might translate into the emotional benefit “the car helps me feel important and admired” the attribute we – built height translate into the functional and emotional benefit I am safe in case of an accident.

iii. VALUES

The brand also says something about the procedures values. Thus Mercedes stands for high performance safety, prestive and so on. The brand marketer must figure out the specific groups of buyers who would be seeking those values.

iv. CULTURE

The brand may additionally represents a certain culture. The Mercedes represents, German culture organized efficient, high quality, rugged.

v. PERSONALITY

The brand can also project a certain personality it the brand were a person, as animals or an object, certain personality ideas would readily come to mind Mercedes may suggest a non-nonsense boss (person) a reigning lion (animal) or an auter place (object) sometime it might take in the personality of an actual well known person or spokesman.

Vi USER

The brand suggests the kind of customers who buys or uses the product. Once would readily come surprisingly to see a 20 year-old secretary deriving a Mercedes (or is it possible in Nigeria) we would rather expect to see a 40 year-old to executive behind the wheel. The users will be those who understand and respect the values, culture and personality of the product.

The essence of highlighting these dimension of a brand is to enable a company develop set of meaning for the brand. This is because as Kotler contends, when the auchence can vocalize all size dimension of brand, we have deep brand. Where the reversa is the case, we have a shallow brand.

With these six levels of a brand meaning marketers must decide at which to anchor the brand identify in order to avoid falling into certain pitfalls associated with branding.

2. Position by specific features. This is normally used by per. Industrial products, pure and specific product features are used as the basis for positioning.

3. Market positioning products according to how, where or when they are used.

4. USERS: Another way of product development positioning is according to who uses the product occupies a prominent position in the product element that should be given serious attentions.

BRANDING

What is BRANDING: To provide answer to the about question, let us refer to the definition given by the American marketing. Association, which the defines a brand thus.

“A brand is name, term sign, symbol on design or a combination of them intended to identify the goods or services of one seller identify the goods or differentiate them from those of competitors.

Kotler (2000 P. 115) explains that a brand essentially a brand deliver a specific set of features benefits and service to the buyers. Observing that brand name differs from other assets that a company can acquired such as patients and copyright because whereas under that trade law the seller is granted right to the use of brand name in perpeting the other legal assets have expiration dates.

In addition to the definition given by the Ama Philip Kotler reveals that brand can convey up to spe levels that brand can convey up to six levels of meaning, which he listed of follows.

1. ATTRIBUTES

A brand first beings to mind certain attributes thus Mercedes suggests expensive well built engine red durable, high prestige, high resale value last and so on. The company may use or more of these attributes to advertise the car. For many year Mercedes used the theme “Engineered like no other car in the world in its advertising.

PRODUCT PLANNING AND DEVELOPMENT

PRODUCT PLANNING

In the development of global competition and innovation that is the reality of the contemporary trading environment. There is need for every organization to continue to think of product development. Every marketing company ahs to be alert to quickly developing opportunity. It must focus on markets or product categories which it can suitably exploit consist with company objective resources, capabilities and strengths.

According to Porter (1999 P. 104) overriding consideration must be given to seeing a competitive advantage.

Product planning development is a therefore a systematic process for originating evaluating and developing new product ideas, and adopting those showing promise that they be profitably sold in the market place.

Thus, management procedure must be employed to generate collect and screen ideas for new product and then develop test and commercialize product.

A well research structure planning process enable a company to pinpoint marketing opportunities develop appropriate marketing programme. Co-ordinate a mix of product. Maintain successful product as long as possible reappraise falling product and detect unwholesome product.

PRODUCT POSITIONING

An important is product in the planning and development of product strategy is product positioning. A product positioning is the way.

ii. BENEFITS

A brand is more than a set of attributes customer are not buying attributes, they are buying benefits. Attributes need to translated into functional and/or emotional benefits.

The attribute durable could translate into the functional benefit, I won’t have to buy a new car every few year. The attributes expensive might translate into the emotional benefit. “The car helps me feel important and admired” the attribute we but it height translate into the functional and emotional benefit. I am safe in case of an accident.

iii. VALUES

The brand also says some thing about the procedures values. Thus, Mercedes stand for high performance, safety, prestige and so on. The brand marketer must figure out the specific groups of buyers who would be seeking these values.

iv. CULTURE

The brand may additional represents as a certain culture. The Mercedes represents, German culture, organized efficient, high, quality, rugged.

2.3 PATTERNS OR STYLES OF MARKETING

The foregoing not withstanding another issue and found to be cognate to good marketing. This is calls to question the delegation of authority and decision within he frame work. In connection with this Butlle (1983 P. 53) has identified three types of manager which are:

a. The flow who make things happen

b. The many who watch thing

c. The majority who have no idea of what has happen.

These three classification may be seen as being identical to the leadership styles postulated by Lewis (1994 P. 27) which are authoritative democratic and laise faire.

Adirika E.O (1994 P. 43) “concerned with establishing and maintaining appropriate and apparatus for monitoring and measuring the implementation of marketing plans and taken necessary corrective actions”

So, the marketing manager must need constructive feed back on their marketing performance, managers must need with their subordinates periodically to review the performance, appraise the strengths, points out their weakness and suggest way to improve.

However, due to the marketing constraints surrounding the marketing environment or the never dynamic nature of the environment, which may marketing planning so how difficult, it is very pertinent for the marketing efficiently and as effectively as possible.

The marketing control process could be presented diagrammatically.

Set Company Goal Measure Actual Performance Evaluate Performance Take Necessary Corrections Action

What do we want to achieve establish standard What is actually happening What is it happening performance diagnosis What should we do above to remain on course

2.4 QUALITIES EXPECTED OF MARKETING

A part from the possession of sound knowledge of economic and marketing, there are certain qualities that make up for the effective marketing enterprises.

Such qualities are as follows:

1. They should have their customer in mind

2. Take Initiatives.

3. Make proposal about how to improve the organization

4. Assume or take responsibilities for executing these proposal.

5. Give the due course directive to others on how best to carryout the formal marketing works

6. Inspires others worker or member of organization or greater height.

2.5 THE NATURE OF MARKETING CO-OPERATIVE

Marketing co-operative came as a remedy to the exploitative tendencies of middleman on the producers of industrial and agricultural goods. Produces not withstanding can sell their product directly to those who need them.

In most cases, they sell to middleman who make profits than them. As a result of this long thereby making the selling price so high and to the customer nor the producer.

FUNCTIONS OF MARKETING CO-OPERATIVE

1. Assembling the produce of producers

2. Undertaking advertisement

3. Obtaining information concerning the market

4. Cirading of goods and fixing prices for each

5. Regulation sales to avoid over/under supply at certain periods.

6. Under taking processing and packaging

7. Representing the interest of producers.

FACTORS LIMITING GOOD MARKETING PERFORMANCE

There are certain factor that determine the extent to which management can perform effectively.

However Ejiofor (1984 P. 14), postulated which can be held responsible for the poor performance of organization. The five are:-

1. Lack of properly articulated objectives

2. Unco-ordinated development programme

3. Inadequate infrastructure

4. Pys functional leadership practice and styles

5. Unmotivated and dispirited work forces

2.6 SUMMARY OF LITERATURE REVIEW

The function of marketing agricultural product through farmers co-operative societies of staff training and development for improved performance in any organization as received from the texts stressed the need for training as a result of change and to get equated with all it takes to guarantee the recruitment by employers yield maximum output.

Opportunities for staff training and development maintain and increase staff their professional expertise and knowledgeable status in the field, increase staff motivation and acquisition of leadership instructional and corching skills.

Sequel to the literature, review by the research therefore will find out what extent these major conclusion from the review are applicable to marketing agricultural role in improvement performance in co-operatives.

CHAPTER THREE

3.0 RESEARCH METHODOLOGY

The survey research design is used in this to elict information from respondents on marketing agricultural produce through farmer co-operative societies in Enugu State.

3.1 AREA OF STUDY

The area of study is Enugu State, with a concentration of the farmers co-operative societies there in.

3.2 POPULATION OF THE STUDY

The population for the study comprised all the functional farmer multi-purpose co-operative societies (I.M.C.S) in Enugu State.

3.3 SAMPLE AND SAMPLING PRODURE

However, the randomly sampling method is used to select one hundred members of the five multi-purpose societies from fifteen of such societies.

BELOW IS THE CHART

DETAIL OF QUESTIONNAIRE DISTRIBUTED QUANTITY NO PERCENTAGE

No of questionnaire distribution

Uncompleted questionnaire

Unturned questionnaire

Return questionnaire 100

90 100%

TOTAL 100 100%

To make comment on the items, the questionnaire was taken to the respondent in home or places of business. Some were administered while others were collected on later dates. The researcher used oral from the illiterate sample that happened to the selected.

3.4 METHOD OF DATA ANALYSIS

In analysis of the data, the researcher made use of both descriptive and inferential techniques. For descriptive sample percentage scores which were used to answer the research questions. And also population proportion was moreso used.

3.5 INSTRUMENT FOR DATA COLLECTION

The use of primary and secondary sources of data collection was instituted.

The main method of primary date research in study was through oral interview and was directed specifically to some users of the so-called agricultural produce of the co-operative societies in Enugu State. The study was based on the findings obtained form questionnaire administered to respondents. This has made it possible for the researcher to see thus, gaining first hand information necessary to evaluate the impact co-operative societies in the marketing of agricultural product in Enugu State. The uses of secondary data was limited to a large extent as data from the primary source was fairly enough for the researcher investigation. However data gain source from this was mostly from textbook, journals, magazines and the company’s records.

3.6 VALIDATION OF THE RESEARCH INSTRUMENT

In order to ensure the validity of the instrument, I administered my questionnaire to one hundred members of the five multi-purpose co-operative societies with some characteristics.

3.7 RELIABILITY OF THE RESEARCH INSTRUMENT

To ensure the reliability of the instrument 1 (the researcher) presented the result to my supervisor OSITA OBODOECHI who secrutinished and approved it for use.

3.8 METHOD OF ADMINISTRATION OF THE RESEARCH INSTRUMENT

A questionnaire comprising seventeen items was developed. The items were meant to collect data that will help to answer the research questions. The items was developed in such way that options were provided from some items which the sample required to make comments on the items.

The questionnaire was taken to the respondent in their home or places of business. Some were administered while other will collected on later dates. The researcher used oral interview to elicit responses to the questionnaire fro the illiterate sample that happened to be selected.

CHAPTER FOUR

DATA PRESENTATION AND RESULTS

4.1 SUMMARY OF RESULT

This chapter is grossly involved of the presentation of data collected analysis of the data in order to give a base for further logical conclusion about the researcher exercise. It equally deals with both analysis and synthesize of data collection. In order to arrive at the above claimed end, percentage and proportion were used to express results on the data collected.

As questionnaire were distributed to one hundred member of the five multi-purpose co-operative societies.

More details about the reactions of the varying members are as follows:-

TABLE 1

DETAILS OF QUESTIONNAIRES DISTRIBUTION

DETAIL OF QUESTIONNAIRE DISTRIBUTED QUANTITY PERCENTAGE

No of questionnaire distributed

Uncompleted questionnaire

Unturned questionnaire

Return questionnaire 100

90 100%

TOTAL 100 100%

In this table 1, it has to be understood that two and eight questionnaires were not used in the analysis as no reasonable information was obtained, therefore the information used is therefore principally obtained from ninety of the sample size.

TABLE II

EDUCATIONAL LEVEL

EDUCATION LEVEL NO PERCENTAGE

No education

F.S.L.C

WASC/GCE

NCE/ND

DEGREE/HND 50

2 55.56

27.78

11.11

13.33

1.22

TOTAL 90 100

Based on the table II above it shows that majority of the member of the society are illiterates and this is being represented by 55.56% very few of the members attended high institutions and in data collection only about 3 percent and 2 percent stand for NCE and Degree respectively.

TABLE III

MEMBERS COMPOSITION

MEMBERS COMPOSITION NO PERCENTAGE

Management staff

Ordinary member 9

81 10

TOTAL 90 100

In the table III above, it was discovered that nine percent of the management member are staffs while ninety percent are ordinary members of this society.

TABLE IV

INTERNAL STRUCTURE

INTERNAL STRUCTURE NO PERCENTAGE

Members

Leader

Paid staff

Board member

Management staff 56

9 62.2

5.6

17.8

4.4

TOTAL 90 100

Based on the analysis in the table IV 62.2% percent represent members who did not hold any functional post in the societies under review while about 18% represent paid staff who are also member of the society. Only four members were the same as board member in the societies under study.

TABLE V

DECISION RULE/REGULATION

DECISION RULE/REGULATION NO PERCENTAGE

The leader

The board member

The management staff

All the member of the co-operative 2

80 2.2

3.3

5.6

88.9

TOTAL 90 100

It is very obvious to understood that before project is embarked on majority of the members given go–ahead order. About 8.5% of the members interviewed agree on thus population.

TABLE VI

PAYMENT OF THRIFT SAVINGS

PAYMENT OF THRIFT SAVING NO PERCENTAGE

Regular payment

No regular 39

51 43.13

56.7

TOTAL 90 100

It is believed that from this table VI, that members of this societies do not pay their thrift saving regularly since 56.7% stands for that.

TABLE VII

SUFFICIENCY OF THRIFT FINANCING

SUFFICIENCY OF THRIFT SAVINGS IN FINANCING NO PERCENTAGE

Sufficient

No sufficient 30

60 33.33

66.67

TOTAL 90 100

The thrift saving are quiet insufficient in the financing of the co-operative project only 33% of the members of the c/o – op societies under review opened that thus sufficient while large members covering 67% stood such claim.

TABLE VIII

BEST SOURCE OF CAPITAL

BEST SOURCES OF CAPITAL NO PERCENTAGE

Government subvention

Launchings

Levies

Loan from bank

Loan from members

Others 3

50 3.3

4.4

14.4

5.8

7.8

55.6

TOTAL 90 100

Based on the facts and figures stated above, it is very apparent to understand that the best source of the capital to society, comes from other source than enumerated above, it is above 55.6% that comes from other sources. The second to the other sources is from levies.

TABLE IX

SUFFICIENT OF CAPITAL FOR PROJECTS

SUFFICIENCY OF CAPITAL NO PERCENTAGE

Sufficient

No sufficient 12

78 13.3

86.7

TOTAL 90 100

It is believed that the capital loan of the societies are insufficient to multi ferrous projects that the societies embark on. About 86.7% of people interview agreed that the capital is insufficient. Only 13.3% of the sample size however, said the otherwise.

TABLE X

MODE OF EXECUTION OF PROJECT

MODE OF EXECUTION PROJECT NO PERCENTAGE

Committee

Contractors

All co-operative member 5

83 5.5

2.2

92.2

TOTAL 90 100

Based on the above data, most of the job executed by the societies are done by the members of the societies.

Those who sided this view is over 92% of the sample size. However, very few of the members agree that it was being done by committee member and this take about 5% of the sample size.

TABLE XI

CO-OPERATIVE TRAINING COURSE

CO-OPERATIVE TRAINING COURSE NO PERCENTAGE

Training

Not training 28

62 31.1

68.9

TOTAL 90 100

Here most of the members of the co-operatives are not training on the profession. Over 65% option that they had no formal training on the co-operative job.

CHAPTER FIVE

DISCUSSION, CONCLUSION, RECOMMENDATIONS

5.1 DISCUSSION OF RESULTS

It is not, therefore, surprising that amount available for the societies execution of their project are deemed to be insufficient.

In the research conducted about 66.&% of the member agreed that fund realized from thrift savings are quiet infinitesimal. It is found that the society get their money in other way than government supenment, duration, launching, levies, loan from banks and from members. It is also believes that he nature of the organization compounded by the proventy level of the members make them incapable of attracting bank credit. This assertion affairs the opinion of Famoryo (1986)

Result from poor capital based of the FMCS, it is no longer surprising to hear that most of the societies are poorly financed, about 87% of the societies projects are not sufficiently financed.

This problem worsened by the fact that financial institutions turn their project or given the loans. This matter details into longer complex one when the issues made of executing the societies project came into play. In research conducted, over 92% of the societies projects are being executed by the members themselves.

This may be principally as a result of low capital based to finance or contract the project with probably more competent hands. In the find analysis, it may land the FMCS in sustaining a dossl loses.

As the co-operative lack funds, it becomes clear that there are insufficient funds, it also becomes clear that to train the members in co-operative doyuna.

In this research 68% of the members of the FMCS do not obtain any formal co-operative training. This findings therefore, concern with Ijere (1977), Izunoti (1980), Efobi (1986), Ebenebichie (1986), and Igben (1986) which states that lack of trained staff constitutes a problem to the effective MANAGEMENT (FMCS) in the same shoes Ijere (1986) also brought the opinion that most of the co-operative leader do not possed the res/minimum training in co-operative (studies).

However, for the fact that only 31% of the members obtained co-operative training, it is not so to claim that all the vias that befell the organization were only because of lack of co-operative training. Other factors about can be fingered out.

The poor credit worthiness of FMCS may be attributed to the fact that they are mostly managed by leaders who lack basic managerial principles and techniques Ijere (1977)

This can viewed as “managerial illiteracy” as was opened by Efobi (1980) it is believed that in view of the incompetent leaders pilot the affairs of the societies, it is prevalent that there must be casualties and FMCS worst hit.

In addition, form the oral interview conducted, it graciously because lost of training are left to be most co-operative leader do not under go leadership training because the cost of the training are let to be burned the leader themselves. T his unavoidable is accountable for the short supply of training staff to man FMCS. The committee and the societies remained substandard. The committee are not left to be. This constitutes a problems in the running of the societies for effect management. Izunobi (1980) and Uchendu (1986) also pointed at it. At most of the committee are uneducated in co-operative dogama, available polies and procedures of ten have a reasonable percentage of centrifugal and passive members who did not know the doing of the societies. This is over 64% the members of the societies.

5.2 CONCLUSIONS

It is quite regrettable that despite the fact that the coming of co-operative has passed over five decades and yet this Nigerian farmers are yet to understand embrace and hold firmly the practice of co-operative dogma. From the going on in the members of the FMCS are illiterates. Efforts should be made by both members and potential members of farmers multi-purpose co-operative societies.

Decision making in business of the FMCS should be delegated to committee members of the co-operative societies but general members becomes or ruling body.

Member should be well informed on the need to practice thrift saving to enable them pay their thrift savings regularly. In the same shoes, the need for training of the members of FMCS should be accepted as associately essential for running of the co-operative societies the leaders, president, secretary, treasurers FMCS should be given enough opportunity in undergoing co-operative seminars, symposium, conference etc to enable them embrace the co-operative dogma. It will be profitable if the co-operative dogma understood and practiced in Nigeria especially in the field of farming.

Re-orientation of Nigeria people on the issue of communal business or activities like FMCS will evolves revolutionary measure towards emancipation of poor masses from the rigors of living below the poverty level. From the going on the society, it is believed that majority of the member are poor.

5.3 RECOMMENDATION

The following recommendation have been made in the light of the discussion with the relevant conclusions which have been high lighted.

1. The financial institutions should make sure that they rendered help to the societies from financing their project or given them loans.

2. Management should create room for participatory democracy in decision making process to avoid mortality of innovations and wrong adoptions.

3. Management co-operative societies should make sure that they granted free education for their members.

4. All members of co-operative societies must been as breed rock for ensuring equal standard and to avoid wastage.

5. All members of co-operative societies must be geared towards their needs and job employed for an return from training.

6. Even though both senior and junior staff of co-operative society should take staff training and development serious for their continued functional services to new members.

BIBLIOGRAPHY

Abdullahi B. (1986)

“Agricultural co-operative in Nigeria achievement and prospects” in fifty year of Nigeria co-operative movement (Nsukka C.R.D.C. Y.N.N. Press)

Abrahm M.A, (1982)

Co-operative Business enterprise (New York, McGraw Hill Book Company).

Adcock D. Patin Therthers (1995)

Marketing Principles (and practice Houghton Press 2nd Edition England)

Osita Obodoechi (2002)

The Cobwebs of Co-operative and (Mary Dan Press)

Aru E.O (1986)

Managing Co-operative for Development in Nigeria (Artintic Seminar Series No 2 Atoto press Ikeja, Lagos State)

Efobi F.E.

Application of Management by Objective to Co-operative and the Nigeria Economic and (Nsukka U.N.N Press)

Onuoha E.

Introduction to Co-operative Studies Jikoto Nigeria, Enugu.

Ijere M.O

The Role of Co-operative in the Marketing of Nigerian Agricultural Product.

Hlelm F.C (1968)

The economic of Co-operative of enterprise (University London Press Ltd)

Ekwunife (1992)

Business for Profit, England New Range Publishers Limited

QUESTIONNAIRE

Dear Sir/Madam

This questionnaire is to help collect data on Marketing Agricultural Product through farmer co-operative societies in Enugu State, a research survey by ? final of the Institute of ?.

Your co-operative in filling out this questionnaire is hereby need in this questionnaire and will be held in strict confidence.

Your faithfully

INSTRUCTION

Please tick (yes) where options are provided and make comments where it is needed to show your opinion on the issue below.

1. What is your age?

(a) Under 20 years

(b) 21 – 30 years

(d) 41 – 50 years

2. Sex?

(a) Male

(b) Female

3. What is your relationship with Enugu State farmers co-operative society?

(a) Staff

(b) Dealer

(d) Consumer

(e) Member

4. What is your educational qualification?

(a) Below school certificate

(b) Post secondary school

(d) HND

(e) NCE

(f) First Degree

(g) Post Graduate

(h) Other Specify

5. Kindly state your occupational specialization within or outside the company.

(a) Marketing practitioners

(b) Finance department

(d) Personnel

(e) Others

6. How long have you been associated with this organization or firm?

(a) 1 – 2 years

(b) 3 – 4 years

(d) 7 – 10 years

(e) 11 years and above

7. How should the farmer co-operative society in Enugu State manages the product in terms of prices in relations to competitors?

(a) Price above competitors

(b) Price below competitors

8. Does the farmer co-operative societies price costly or moderate?

…………………………………………………………………

9. Do they practice any promotional means?

(a) Yes (b) No

10. Do you believe that personal selling can influence brand loyalty?

(a) Yes (b) No

11. How does this farmers co-operative society products look like?

(a) Satisfactory

(b) Dis-satisfactory

12 What incentive would attract dealers or consumers to purchase decisions?

(a) Price relief

(b) Price protection

(d) Reward

13 What effect would and increase in the act of co-operative society marketing and oral presentation lead their company to?

(a) Maintain sales level

(b) Reduce sales level

(d) Reduce profit

14. Given the present quality of co-operative farmers society limited, what position in your own view should it maintain among others competitors brand?

(a) Leader

(b) Challenger

15. What do you dislike most in the marketing of co-operative societies goods? Mention two

……………………………………………………………………………………………………………………………………

17. Do the members make regular payment of thrift saving?

(a) Yes (b) No

18. Does any of these marketing variable influence Enugu State farmer co-operative society?

(a) Yes (b) No

19. Have you attended any training course on co-operative society before?

(a) Yes (b) No

If yes indicate the nature of the course ………………

How long did the course last? …………………………

Where did it take place? …………………………………

20. Have you also attended any enlightenment programme on co-operative?

(a) Yes (b) No

……………………………………………………

20. Is the co-operative society to which your belong progressing

(a) Yes (b) No

3) ………………………………………………………

………………………………………………………

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