Description

ABSTRACT

The main objective of the study is to assess the effect of COVID – 19 pandemic on Marketing of Garri in Enugu Metropolis, Enugu State Nigeria. Cross- sectional study was conducted from June 1-30. Stratified sampling techniques were employed to select city administrations and convenience sampling were used to select study participants the degree of association between dependent and independent variables were assessed using odds ratio and statistically significant factors were declared at 95% of confidence level and p-value of less than 0.05. According to the study, 71.4 % and 59.1% of respondents agreed that there are high increment of price and marketing of garri in Enugu Metropolis. Staying at home, keeping social distancing, transportation fee amendment and distribution had effect on the price of marketing of garri. That price had a negative and statistical significant effect on distribution in the metropolis. Staying at home, keeping social distancing and transportation fee amendment had effect on price of convenience and of marketing of garri better to form a committee through working with legislative body in order to control unfair practice performed by producers, distributers and retailers.

Keywords: Price, Marketing Activity, COVID-19, marketing garri, Enugu Metropolis.

 

TABLE OF CONTENTS

Title Page

Certification

Acknowledgement

Table of contents

CHAPTER ONE

1.0     Introduction

1.1     Background of the study

1.2     Statement of the study

1.3     Aim and Objective of the study

1.4     Hypothesis of the study

1.5     Research questions

1.6     Significance of the study

1.7     Scope of the study

1.8     Limitation of the study

1.9     Operational definition of Terms

CHAPTER TWO

2.0     Literature Review

2.1     review of the study

2.2     The impact on marketing

2.3     The context of marketing

2.4     Theoretical review

2.5     Empirical review

2.6     Price of garri soars in enugu major market during and after covid-19

CHAPTER THREE

3.0     Research methodology

3.1     Research Design

3.2     Population

3.3     Sample size and sampling

3.4     Data analysis

CHAPTER FOUR

4.1     RESULTS AND DISCUSSION

CHAPTER FIVE

5.0     Conclusion and Recommendation

5.1     Conclusion

5.3     Recommendation

References

CHAPTER ONE

1.0                                              INTRODUCTION

1.1                                BACKGROUND OF THE STUDY

Coronavirus disease-2019 (COVID-19) is an emerged disease caused by a highly infectious novel coronavirus which primarily affects the respiratory system. It was first seen in the Hubei province of China in December 2019 (Vandeweerd, 2020). Coronaviruses are a family of viruses common across the world in animals and humans; certain types cause illnesses in people. For example, some coronaviruses cause the common cold; others cause diseases which are much more severe such as Middle East Respiratory Syndrome (MERS) and Severe Acute Respiratory Syndrome (SARS), both of which often lead to pneumonia (WHO, 2020).

The disease has been recognized as a global public health emergency by the World Health Organization on March 11, 2020 after cases had started to be seen outside china in less than two- month period (Grace Hauck, 2020).

The Federal Ministry of Health of Nigeria confirmed a coronavirus disease (COVID-19) case in Lagos State, Nigeria. The case, which was confirmed on the 27th of February 2020, is the first case to be reported in Nigeria since the outbreak in China in January 2020. The case is an Italian citizen who works in Nigeria and returned from Milan, Italy to Lagos, Nigeria on the 25th of February, 2020. He was confirmed by the Virology Laboratory of the Lagos University Teaching Hospital, part of the Laboratory Network of the Nigeria Centre for Disease Control. The patient is clinically stable, with no serious symptoms, and is being managed at the Infectious Disease Hospital in Yaba, Lagos. Marketing is the activity and set of processes for creating, communicating, delivering and exchanging offerings which have value for customers, clients and partners. It is defined as the process of determining the needs and wants of consumers and being able to deliver products that satisfy those needs and wants.

According to Ukessays.com, marketing includes all activities that are necessary to move a product from the producer to the consumer, an example of marketing is window displays in travel agencies (Ukessays.com, 2020). The function of marketing is deciding as a whole what services and products the customer will want and what ways they will be delivered to the customer. It also helps a company to identify successful products for the marketplace and then promote them by separating them from similar products. There are seven main functions of marketing; distribution, selling, financing, market information management, pricing, product and service management and promotion. There are different aims of marketing; to increase awareness of the  product or service, to increase market share, to research customer needs, to communicate with different customers and to solve any problems which involves affecting the process of marketing.

Creation of superior customer value and delivering high levels of customer satisfaction are at the heart of present day marketing. Companies today, needs to understand customer needs, study completion, develop and offer superior value at reasonable price, and make the product available to customer at convenient place. Only then their products will be in demand and sell consistently (Kotler, 2012).

During COVID-19, Nigerian banks and other business even both internal and local markets have been rendering skeletal services to customers since the 20th of March 2020 because an assembly of more than fifty persons has been prohibited. This decision has also paralyzed the general trading, transportation, educational system, and production sector of the economy. Before the lockdown of the Nigerian economy, the news about the pandemic outbreak in China was assumed to have inflicted negatively on the country’s financial market, especially the foreign exchange segment, before others. This is because the Nigerian economy depends on a large proportion of imported goods from China, the home incubator of the disease. In our state level, farmers could not go to their farmers to harvest their farm produce due to the lockdown. As a result of this, many farm produce crumbled which led to scarcity and inflated farm produce such as garri.

It is on this note that the researchers deemed it fit to investigate the effect (if any) of the COVID-19 pandemic outbreak on the marketing of garri in Enugu metropolis, Enugu State.

1.2     STATEMENT OF THE PROBLEM

The COVID-19 spread all countries and affected many people. According to world meters updates on COVID-19 report of May 3/2020, so  far about 3.43 million people were infected and 244 thousand have died from it (worldometer, 2020). The disease was rapidly spread, infected and killed many people.

According to the latest data by the John Hopkins University and Africa Center for Disease Control on COVID-19 in Africa, There are now more than over 42,500 confirmed cases of coronavirus across the continent, with a number of African countries imposing a range of prevention and containment measures against the spread of the pandemic and 1,759 of them died from it (Hui DS et al. 2020).

In china, among the patients infected with COVID-19, 41 % are with underlying disease, of which heart diseases (21%), is the most common, and followed by diabetes (6 %). Although much remain unknown, the most challenging features of COVID-19 include the unavailability of vaccine or curative treatment, its potential of quick transmission and the need of sophisticated medical equipment for severe case management (Lai, et al, 2019). Another bad side of this disease is its social, political and economic crisis due to the prevention measures like restriction of movements (El-Sadr WM, 2020). These challenges make the battle against COVID-19 to be more difficult in resource limited countries.

As show the reports of Food and Agriculture Organization of the United Nations (FAO) is particularly concerned about the potential impacts of the virus and related containment efforts on food security and livelihoods in contexts of high vulnerability and where populations are already experiencing food crises. Experience from previous crises, particularly from the Ebola virus disease outbreak in West Africa in 2014, has indicated the significant impact of movement restrictions and disease containment efforts on food production and access, and   the importance of maintaining and up scaling humanitarian food security interventions for the most vulnerable populations, alongside the health sector’s efforts to avert disease spread. In food crisis contexts, needs are already extremely high and basic service delivery is poor.

Movement restrictions necessary to contain the spread of the virus simultaneously threaten to disrupt the entire food supply chain from production to processing, packaging, transporting, marketing and consumption as well as livestock movements, which are critical for pastoralists’ survival. This would leave already vulnerable populations facing a growing reality of even further constrained access to food due to shortages, high food prices and curtailed incomes. Higher prices create or increase economic constraints which can fuel sentiments of (perceived) deprivation that in turn can lead to conflict. The impact of the price rises and consequent social effects varies between countries, depending in part on the sensitivity of local markets to global price movements as well as to the degree to which countries are dependent on food imports (FAO, 2020).

Due to COVID-19 pandemic, WHO strongly recommend peoples to stay at home and keep social distancing, this directly restrict marketing activities. Customer’s activities might be affected by distributers by using the above opportunity through holding the products in store and might not be rich to the customers as expected time. This may raise the price of goods or temporary product shortage will be existing.

1.3                         AIM AND OBJECTIVES OF THE STUDY

To assess the effect of COVID – 19 pandemic on marketing activities specially price of garri in Enugu Metropolis, Enugu State Nigeria. The objectives of the study are:

1. To investigate if COVID-19 pandemic has any effect on the marketing of garri in Enugu metropolis.
2. To investigate the state of marketing of during COVID-19 pandemic.

• To examine the impact of COVID-19 pandemic on marketing of agricultural produce.

1.4                          HYPOTHESIS OF THE STUDY

Hypotheses have been framed to indicate the direction in which the researcher study should proceed. In line with objectives, the following propositions have been hypothesized.

H₁ Transportation fee amendment has positive and significant on effects on price of garri.

H₂ stay at home has positive and significant on effects on price of marketing garri.

H₃ social distance has positive and significant on effects on price of garri.

1.5                                      RESEARCH QUESTIONS

Answers to the following question were provided during the curse of this work:

1. Where was COVID-19 first discovered?
2. Does COVID-19 have any effect on marketing of goods such as garri?

• How did covid-19 affect marketing of garri?

1. Did sit-at-home measure affect the selling cost of garri during COVID-19?

1.6                                  SIGNIFIANCE OF THE STUDY

This study will assist in the student and the reader of this book to understand the extent covid-19 affected the cost of food items in the market such as garri. It is strongly believe that this research work will be readable and useful to all dealer and farmers as a whole.

1.7                                        SCOPE OF THE STUDY

There are other commodities that covid-19 affected their selling price and their means of supply in the market, but this study covers only marketing of garri in Enugu Metropolis, Enugu State, Nigeria.

1.8                                   LIMITATION OF STUDY

As we all know that no human effort to achieve a set of goals goes without difficulties, certain constraints were encountered in the course of carrying out this project and they are as follows:-

1. Difficulty in information collection: I found it too difficult in laying hands of useful information regarding this work and this course me to visit different libraries and internet for solution.
2. Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

• Time Constraint: The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.

1.9     OPERATIONAL DEFINITION OF TERMS

Marketing: According to Kotler (2006) marketing is a social and managerial process by which individual and organization obtain what they need and want through creating and exchanging value with others.

SELLING: Selling simply means asking prospect customers to buy more to the point, goods sales membership is selling goods that will not come back to people who will.

Sales membership creates satisfied customers, not just cash producing sales. For a sales one made is ended but a satisfied successful sales consist of certain element of:

• It induces other to buy a commodity of service
• It confers some need benefit on the purchase
• It is transacted at a price which yield a profit

CONSUMER: Consumer simple means the last possessor of the last stage of production. The level of awareness of most Nigerians are still the major factor responsible for the slow face of involvements of consumerism in the country.

CHAPTER FIVE

5.0                       CONCLUSION AND RECOMMENDATION

5.1                                                CONCLUSION

The result shows that negatively and statistically significant effect distribution effect on price in Enugu Metropolis. This implies that due to covid 19 lack of distribution has the main factors for the increments of price on shopping garri.

The result shows that positively and statistically significant effect on social distance effects on price in Enugu Metropolis. This implies that social distance and price has direct relationship between variable. This shows that social distance increased also price increased.’

The above finding shows has positively and statistically significant effects on stay at home and price effects on price in Enugu Metropolis. This implies that stay at home and price has direct relationship between variable. This shows that social distance increased also price increased.

The above finding a show has positively and statistically significant on transportation and price effects on price in Enugu Metropolis. This implies that transportation fee and price has direct relationship between variable. This shows that transportation fee increased also price increased.

5.2     Recommendation

1. Enugu Metropolis trade and industry bureau should form a committee through working with legislative body of Enugu Metropolis in order to control unfair practice performed by producers, distributers and
2. Enugu Metropolis Trade and industry bureau should set standard price for garri and give a command for the producers, distributors and retailers to follow up the standard in order to safeguard the society from unfair
3. The customers should be informing unfair activity of distributors and retailers to the committee formed by Enugu Metropolis in order to minimize unfair activity of the distributors and
4. Trade and Industry bureau should take a corrective action on distributers and retailers those are unfairly sales product and holding the product on their warehouse to take