ABSTRACT

This study examined regulatory agencies effectiveness in positioning of made in Nigeria goods (A study of rice production and marketing). The specific objectives include to: ascertain the role of regulatory agencies in ensuring quality control of made in Nigeria rice; investigate the problems facing the production and marketing of made in Nigeria rice; determine the effect of product certification on consumer patronage of made in Nigeria rice; identify marketing techniques best for rice positioning in the study area. The data used in this study were primary data collected through the distribution of questionnaires. The Taro Yahmane method of sample size determination was used to select 151 farmers that engaged in rice production. Data obtained were analyzed using descriptive statistics. The socio-economic characteristics showed that the study area comprised of rice producers who were males with 80.1%, between 26-36 years (34.4%). The study showed that 55.0% and 37.1% of the respondents specialized on rice marketing/supply and rice production while 7.9% specialized on both rice production and marketing. The study showed that majority of the farmers (51.0%) had regulatory agency permit from Standard Organization of Nigeria (SON), while 21.9%, 19.9% and 9.3% had their regulatory agency permit from National Agency for Food and Drug Administration and Control (NAFDAC), other third party certification. The result showed that regulatory agencies plays a vital role in ensuring quality control of made in Nigeria rice with mean value of 2.5 and above. The result also showed that the respondents encountered several problems such as lack of finance, high transportation cost in rice production and marketing, price fluctuation and poor faming knowledge on modern rice technology. The result showed that product certification had no effect on consumer patronage of made in Nigeria rice with mean value of less than 2.5. The result further showed that bringing product closer to people, making sure that the product is never scarce, good/acceptable policy and regulatory framework, positioning through event/shows were the marketing techniques best for rice positioning in the study area with mean value of 2.5 and above. Based on the findings of the study, the researcher recommended that the government should set up programmes to enlighten the rice producers and marketers on the problem they faced and provide them with the necessary and adequate standard machineries that will aid them in large production and marketing of made in Nigeria rice; the government and trade unions should make favourable policies that will not infringe on the rights of the ice producers; regulatory agencies should educate the rice producers and marketers on the best marketing techniques for repositioning.

TABLE OF CONTENT

Title Page i

Declaration page ii

Certification Page iii

Dedication iv

Acknowledgments v

Table of Content vi

List of Tables ix

List of Figures x

Abstract xi

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study        1

1.2 Statement of the problem        5

1.3 Objectives of the Study        6

1.4 Research Questions        6

1.5 Research Hypotheses        7

1.6 Significance of the Study        7

1.7 Scope of the Study        8

1.8    Limitations of the Study 9

CHAPTER TWO

LITERATURE REVIEW

2.1 Conceptual Framework 10

2.1.1 Concept of Rice Production 10

2.1.2 Rice production in Nigeria 10

2.1.3 Rice production systems in Nigeria        11

2.1.4 Rice processing 14

2.1.4.1 Methods of rice processing 14

2.1.4.1.1 Traditional Methods of Processing Rice Paddy 14

2.1.4.1.2 Modern Methods of Processing Rice Paddy 15

2.1.5 Rice Storage        15

2.1.6 Concept of Agricultural Marketing        16

2.1.6.1 The Marketing Techniques best for Rice Positioning 18

2.1.7 Regulatory agencies in Nigeria 19

2.1.7.1 Activities of the regulatory agencies 22

2.1.8 Problems Facing the Production and Marketing of Made in Nigeria Rice 23

2.2 Theoretical Framework

2.2.1 Agency Theory       24

2.3 Empirical Review       25

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design      28

3.2 Area of the Study      28

3.3 Population of the Study      29

3.4 Sample Size Determination      29

3.5 Sources of Data      30

3.6 Method of Data Analysis       30

CHAPTER FOUR

DATA ANALYSIS, RESULTS AND INTERPRETATION

4.1 Presentation of Data: Analysis of Questionnaire 31

4.2 Socio-Economic Characteristic of Respondents 31

4.3 Area(s) of specialization 35

4.4 Level of Operation 36

4.5 Regulatory agencies permit 37

4.6 Role of regulatory agency in ensuring quality control of made in Nigeria Rice 

4.7 Problems encountered by both rice marketers and producers       39

4.8 Effect of Product certification on consumer patronage on made in 

Nigeria Rice       42

4.9 Marketing techniques best for rice positioning                      43

CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary 46

5.2 Conclusion 47

5.3 Recommendations 48

5.4 Limitations of the Study 48

REFERENCES 50