ANALYSIS OF MARKETING OF ABSORBENT COTTON PRODUCTS IN KADUNA METROPOLIS

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ANALYSIS OF MARKETING OF ABSORBENT COTTON PRODUCTS IN KADUNA METROPOLIS

ABSTRACT

This thesis titled “Analysis of Marketing of Absorbent Cotton Products in Kaduna Metropolis” reports a survey conducted to identify various absorbent cotton products available in Kaduna metropolis, the marketing participants involved and the channels of distribution of the products. Other objectives of this study were to determine the marketing margin of the products, the dependence of product availability on consumer location and the efficiency of the distribution system. Exploitation of cotton farmers by the organized textile mills has been identified as one of the limiting factors affecting the development of cotton industry in Nigeria. Thus, certain groups in the industry clamored for government to adopt measures to encourage export of raw cotton-lint from Nigeria as a way of preventing such exploitation. However, exportation of raw cottonlint seems counter productive and detrimental to the development of the industry as the country is yet to attain the requirement for domestic utilization of cotton-lint. The Federal government has made several efforts to increase cotton production with the mindset of developing and sustaining textile industries. Less emphasis has been placed on the other uses of cotton lint such as for manufacture of cotton products that are commonly used for personal hygiene and in hospitals for dressing. It is common knowledge that not all consumers have equal access to the products, this could be due to their locations and spread hence, the way and manner by which these products reach the final consumer is of outmost importance. The survey was conducted to provide basic knowledge that will lead to appreciation of other uses of cotton lint with a view to add to information on marketing of cotton which will promote cotton production in Nigeria. Data used for this study were gathered through the administration of a set of questionnaires to three distributors, thirteen wholesalers, thirty-three retailers and 126 consumers of the products identified. Furthermore, data generated were analyzed using descriptive statistics to identify the absorbent cotton products, the marketing participants and the channel of distribution of the products. Chi-square test was used to determine the dependence of product availability on consumer locations. In addition, index number was used to determine the marketing margin and the efficiency of the distribution systems. The study revealed that there are five different types of absorbent cotton products existing in the study area namely, cotton bud, absorbent cotton wool, sanitary pad, diaper and cotton ball. It also revealed that there are various brands of these products in the market. The participants involved in the marketing of these products are the producers, distributors, wholesalers, importers, dealers, retailers and consumers. The study also revealed that absorbent cotton wool and sanitary pad producers get the highest share of consumers’ expenditure. Various distribution channels employed in moving each of the products to the consumers were identified and described. Market structure analysis revealed that absorbent cotton products have differentiated oligopolistic structure. Distribution system efficiency analysis indicated that Sanitary pad has the most efficient distribution system. The study also revealed that the availability of the products to the consumers in their various locations is dependent on the distribution system employed. Four major problems confronting the marketing of absorbent cotton products were identified. These are; delay in getting products, increase in prices, insufficient working capital and lack of credit. Based on the marketing problems identified the study made recommendations that could enhance the marketing system of absorbent cotton products.

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