E-MARKETING AND EFFICIENCY OF FRUITS AND VEGETABLES SUPPLY CHAIN IN AKWA IBOM STATE

Abstract

This research examined how the usage of electronic marketing can boost the efficiency of fresh vegetables and fruits supply in Akwa Ibom State. Specific objectives were to examine the level of application of e-marketing tools; find out the challenges limiting e-marketing application, and analyze the effect of e-marketing on efficiency of fruits and vegetables dealers. The study was carried out in five local governments of Akwa Ibom State, namely: Mkpat Enin, Ini, Ikono, Uruan, and Ikot Abasi Local Government Areas of Akwa Thom State. The population of the study included all farmers and dealers in fresh fruits and vegetable crops in the area. Estimate has shown that, there are about 2,241 fruits and vegetable farmers engaged in processing and supplying fresh fruits and vegetables in the study area. The study adopted multi-stage sampling technique to select 120 respondents for the study. The study adopted proportional sampling procedure to select 15 respondents from each of the 8 villages, making a total of 120 respondents. Structured questionnaire was used for data collection. Data were analyzed using frequencies, percentages, means and ranks. Also, Simple Linear Regression (OLS) was to test causes and effect amongst dependent and independent variables. The empirical result revealed that Facebook (46.7%) and WhatsApp (43.3) ranked 1st and 2nd respectively as the most used e-marketing tools among fruits and vegetables agribusiness supply chain partners in the study area. Also, affordability of smart phone, digital literacy and limited internet connectivity are the major limitations affecting e- marketing application among fruits and vegetables supply chain. Lastly, there is a significant effect of e-marketing on efficiency of fruits and vegetables dealers in the study area.