MARKETING ANALYSIS OF RED PEPPER (Capsicum annum) IN OLAMABORO LOCAL GOVERNMENT AREA OF KOGI STATE, NIGERIA

This study was carried out with the aim of analyzing the marketing of red pepper (Capsicum annum) in Olamaboro local government area of Kogi state. Specific objectives of the study included describing the socio-economic characteristics of marketers in the study area, to identify the various marketing channels employed in the marketing of red pepper in the study area, to identify the various marketing costs incurred, to determine the marketing margin of red pepper marketing in the study area, to determine the marketing efficiency of red pepper marketing in the study area and enumerate various constraints faced by red pepper marketers in the study area. A two stage sampling technique was adopted in drawing the sample and 100 respondents were drawn. Data and information pertaining to the study was collected from respondents through structured questionnaire schedule and was analyzed by means of descriptive statistics, marketing margin analysis and marketing efficiency in light of the objectives of the study. The results showed that red pepper market was female dominated (62%) with mean marketing experience of 10 years which can conclude that pepper marketing in Olamaboro is gaining ground. Majority of wholesalers (60%) were within the age of 36-42 years while majority of retailers (38%) were within the active ages of 15-21. Marketing of red pepper in the area was profitable with average monthly marketing margin and net return of N2798 and N1737.31 on the side of the wholesalers and N2690 and N1723 on the side of the retailers, meaning that marketing of red pepper was efficient (1.64 > 1) on the side of the wholesalers and (1.78> 1) on the side of the retailers.. Major constraints of red pepper marketing in the area were storage related problems, transportation, government policies, security, language barrier, and activities of middlemen. The study showed that the marketing of red pepper in the study area negates the conventional marketing channels thus, improved storage facilities, good road network for ease of transportation and provision of security are imminent to sustain availability of red pepper and enhance its market