CHARACTERISTICS AND PROFITABILITY OF DATE PALM MARKETING IN KANO METROPOLIS, NIGERIA

Abstract

This study aimed at analyzing Characteristics and profitability of date palm marketing in Kano metropolis, Nigeria. Multistage sampling technique was employed for selecting 50 respondents (15 wholesalers and 35 retailers) for the study. The data for the study were collected using structured questionnaires administered to the respondents. Descriptive statistics, Gross marketing margin, Net marketing margin and return per naira invested were used to analyze specific objectives of the study. The findings revealed that wholesalers (35.6 years) and retailers (26.1 years) involved in date palm marketing were primarily within their economically active age range.  The marketers had small household sizes of 5 and 6 persons for wholesalers and retailers respectively, and a significant proportion (About 60%) had no formal education. Personal savings were the main source of initial capital for both wholesalers (53.3%) and retailers (54.3%). Co-traders were the primary source of marketing information (53.3%), and Jan Dabino (34%) emerged as the most popular and marketable date palm variety in the study area. The return on investment for the two ventures was estimated at 1.14 and 1.22 for wholesalers and retailers respectively. It was also found that retailers enjoy a higher net marketing margin and gross margin per bag than wholesalers respectively in the study area. Major constraints affecting date palm marketing in the study were inadequate capital (82%) and poor storage facilities (46%).  It is recommended that the industry should be rejuvenated in order to meet the demand for domestic consumption and also the creation of job opportunities; and provision of capital through initiatives such as government subsidies