CHAPTER ONE

INTRODUCTION

Background of the Study

Agricultural products encompass all categories of products related to agriculture. They range from raw and finished goods under the classifications of plants, animals and other life forms. Agricultural products can, therefore be referred to as crops and animals grown under cultivated conditions whether used for personal consumption, subsistence or sold for commercial benefits (Calestous, 2011).Agricultural products come in the form of fruits and vegetables, grains or cereals, livestock, natural fibres, forest and marine products (Adirika, 2001). Some agricultural products produced in Enugu state include: sugarcane, rice, groundnuts, beans, oil palms, cocoa, coffee, cattle, millet, maize, guinea corn, cotton, tomatoes, cowpea ,cocoyam, sweet potatoes, tea, timber, banana, yam, beniseed, coconut, cassava, citrus fruits, oranges, guavas, sheep, goats, pigs, apples, and grapes (Enugu State Ministry of Information, Culture and Tourism, 2012).Being agrarian in nature, the predominant population of Enugu state is engaged in farming as an occupation. About seventy-five percent (75%) of the population of the people are farmers or local producers while an estimated twenty-five percent (25%) is engaged in other economic activities. John (2002) stated that local producers are unsophisticated farmers in rural communities who are engaged in agricultural production which include raising of livestock, cultivation of crops and vegetables to eat and to sell at a local markets. Local producers therefore, are farmers (comprising of both male and female farmers) who own, work on or operate an agricultural enterprise either for commercial purpose or self-sustenance. Farmers in Enugu State usually move their products to local markets in small quantities by carrying them either on their heads or backs. A few others use either donkeys or bicycles to convey their goods to market places, due to the fact that vehicles do not reach their locations or farm centers. Equally, farmers make use of short channel structure, which is selling goods directly to the consumers without involving wholesalers and agents in the distribution process. The use of short channel of distribution is often done because farmers will want to dispose of their products immediately after harvest even when the prices are low, for fear that the products, especially perishable ones, might get spoilt soon as they cannot be stored because of lack of storage facilities, hence restricting the distribution of their products.

The words “distribution” and “place” are synonymous in marketing, and is one of the components of marketing mix. In the view of Kotler, Keller& Burton (2009), distribution is the handling, movement, and storage of goods from the points of origin or production to the point of consumption, via various channels. It is a marketing function aimed at getting goods and services from the producer to the ultimate consumer, transferring ownership and physically moving the goods to place of need. Distribution is an important marketing function, not only in the post-production marketing situation, but also in the pre-production situation by bringing about time and place utilities; aiding demand creation and satisfaction. The physical distribution of goods from producer to users requires the integration of sub-systems such as fixed infrastructural facilities, warehousing, inventory, and logistics supports. A good distribution system brings a reduction in handling cost, a reduction in the incidence of product damage especially through physical spoilage and deterioration, a reduction in the incidence of loss through theft, and leads to considerable savings in transport cost. Through distribution, products are made available throughout the market place; such that a large number of people can buy them (Braton, 1998). Distribution involves a good transport system to take the goods into different geographical areas; a good tracking system so that the right goods reach at the right time and in the right quantity; a good packing, which takes the wear and tear of transport, tracking the places where the goods can be placed such that there is a maximum opportunity for sales; and a good distribution channel.

Channels of distribution (also known as trade channels), as defined by Nicholson (2007), are the paths or route along which goods or products move from producer or manufacturer to ultimate consumers or industrial users. In other words, they are distribution networks through which farmers or local producers put their products in the market and pass them to the actual users. Channels of distribution normally serve as a bridge or link between the gap in time and space where goods are produced to the period of consumption of the products. Henderson (2008) suggested that Channels of distribution make it possible for products to be moved from the producer to the ultimate consumer. The author further stated that there are usually five channel alternatives for marketing of goods, namely: producer to consumer, producer to retailer to consumer, producer to wholesaler to retailer or consumer, producer to agent/broker to wholesaler to retailer to consumer and producer to agent/broker to retailer to consumer. Adirika, Ebue and Nnolim (2001) stated that where middlemen are not available for one reason or the other, direct selling and therefore, short channel structure is forced on the producer. The unavailability of middlemen may arise as a result of a prohibitive cost of using them or as a result of their inability to offer the services required by the producer or unacceptability of the producer’s channel policy and terms or by government action.

According to Ross (2004) there are basically two types of channel used for the distribution of goods; marketing channel for industrial good as well as that for consumer goods. Both types of channels directly and indirectly make goods available to end-users.

While all goods and services pass through the marketing channels of distribution, the perishability of farm produce sometimes compel farmers to make use of direct distribution channels. Also, since majority of farmers reside in rural areas and are separated from their customers they on the other side make use of the indirect marketing channels. There are special characteristics of most farm produce that require unique commercial distribution such as seasonality, bulkiness, perishability and scattered production among others. Therefore, the agricultural produce distribution channel could take any of the following forms: Direct channel: From the producers (farmers) to the consumers, and no intermediaries at all. This is

common with fruits and vegetables, and fresh livestock products which are highly

perishable. Short channel: The products are moved from the producer through an intermediary before getting to the consumer. This is favoured by products like Yam, Cassava, and Potato which have long shelve life. Long channel: Many intermediaries are involved in the movement of the commodities. This type of channel is common with products that can be stored for longer period such as grains, yam flour, maize flour, hide and skin, cotton and live animals. Coyle (2003) explained that channels of distribution serve to bridge the gap between the point of production and the point of consumption; thereby creating time, place and possession utilities. It involves the management of such elements as order processing, finished goods management, material handling and packaging, transportation, storage and warehousing.