ANALYSIS OF WAREHOUSING AND THE MARKETING PROFITABILITY OF FOOD STUFF IN OGBETE MARKET

ANALYSIS OF WAREHOUSING AND THE MARKETING PROFITABILITY OF FOOD STUFF IN OGBETE MARKET

ABSTRACT

The focus of the research is warehousing and the marketing profitability of food stuff in Ogbete market. This is in recognition of the importance of warehousing and marketing in business performance. The specific objectives of the study are to: (1) determine the factors that account for the use of warehouse by food stuff businesses in Ogbete Market, Enugu; (2) establish if the use of warehouse by food stuff businesses increase sales turnover in Ogbete Market; (3) show if warehousing is a significant factor in marketing profitability of food stuff businesses in Ogbete market; and (4) find out if the lack of capital undermine warehousing of food stuffs in Ogbete market. Questionnaire served as the instrument of data collection. The instrument was administered to a sample of 323 respondents drawn from food stuff dealers in Ogbete market. Multiple data analysis techniques including frequency tables, percentage, mean and chi-Square were adopted in data analysis and testing of hypotheses. The findings indicate that Customer turnout and demands, concerns with operational cost and need to increase sales are among the reasons for the use of warehouse by food stuffs sellers in Ogbete market, Enugu. The results also showed that the use of warehouse by food stuff businesses significantly increased sales turnover. More so, it revealed that warehousing is a significant factor in marketing profitability of food stuff businesses in Ogbete market. Finally, the study demonstrated that the lack of capital undermined warehousing of food stuffs in Ogbete market. The research therefore recommends improvement in warehousing facilities in food stuffs markets to enable sellers to maximize the benefits of their businesses, which includes higher sales, profits and stronger business performance and growth; and the need to provide market-based education to food stuffs dealers who need knowledge and experience of business planning and record keeping so as to maximize the benefits of warehousing and marketing.