Determinants Of Marketing Productivity Among Marketers Of Household Consumer Goods In Abia State, Nigeria: Iruke Irene I

ABSTRACT

The study examined the determinants of marketing productivity among marketers of consumer goods in Abia State, Nigeria. Productivity of the marketers was measured in terms of their marketing efficiency in line with previous studies. Specifically, it assessed the socio-economic profile ofthe marketers; their level of productivity and factors affecting marketing productivity among others. Purposive sampling technique was employed in the selection oflocation and 100 marketers of different cadres from which information and data were elicited for the study. Data were collected through the use of questionnaire that was properly structured and pretested. In the analysis of data, descriptive statistics, multiple regression model was employed. The result showed that the study areas was dominated by middle - aged, fairly educated marketers with an appreciable income level, minimal household size and reasonable years of marketing experience. In terms of productivity levels. Majority of the marketers which accounted for 29.17% have productivity. The productivity of marketers established a negative relationship with age, distance and marketing cost while education, income and marketing experience posted a positive relationship. Based on the findings, periodic capacity training programme was suggested to enhance the knowledge ofthe marketers and polish their expertise for better service delivery