Profitability Analysis of Plantain Marketing in Ohaji/Egbema Local Government Area, Imo State, Nigeria

The study analyzed the profitability of plantain marketing in the Ohaji/Egbema Local government area of Imo State. The specific objectives were to describe the organizational structure of plantain, to estimate the marketing margin of plantain, and to determine factors affecting the marketing margin of plantain marketing in the study area. Primary data were collected using a set of well-structured questionnaires from 60 plantain marketers from ten selected markets who were selected through 3-stage, purposive, and random sampling techniques of population size. The data collected for 60 respondents were analyzed using descriptive statistics, a marketing margin model, and ordinary least squares multiple regression analyses model. The result of the organizational structure showed a Herfindahl Hirschman Index (HHI) of 0.3 indicating a high concentration of plantain marketing in the study area. The result of the marketing margin showed that the retail price of plantain was N 4,856, the marketing cost was N 2,530, the marketing margin was N 2,326 and the percentage marketing margin was 47.89%. The result of the factors affecting the marketing margin of plantain showed that the linear functional form provided the lead equation, having possessed the highest value of coefficient of multiple determination, high value of significant variables, and high value of F-value. The value of the coefficient of multiple determinations (R2) was 0.967 which implies that 96.7% of the variation of the factors affecting the marketing margin of plantain in the study area was accounted for by the explanatory variables in the model. Variables such as purchasing cost (P > 0.05) and marketing experience (P >0.05) were positively related to marketing margin while household size (P > 0.05) was negatively related to net margin. The study recommended that relevant stakeholders should ensure that the plantain markets in the area are expanded since there are high concentration of the plantain markets and basic facilities that will minimize spoilage should be installed in the markets to reduce losses among the sellers.