ANALYSIS OF MARKETING OF ABSORBENT COTTON PRODUCTS IN KADUNA METROPOLIS
ANALYSIS OF MARKETING OF ABSORBENT COTTON PRODUCTS IN KADUNA METROPOLIS
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Date
2006-06
Authors
SANUSI, ABIODUN MAS’UD
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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.
Description
A THESIS SUBMITTED TO THE POSTGRADUATE SCHOOL
OF AHMADU BELLO UNIVERSITY, ZARIA IN PARTIAL
FULFILLMENT FOR THE AWARD OF MASTER OF SCIENCE
(M. SC)
IN
AGRICULTURAL ECONOMICS
DEPARTMENT OF AGRICULTURAL ECONOMICS &
RURAL SOCIOLOGY
FACULTY OF AGRICULTURE
AHMADU BELLO UNIVERSITY, ZARIA-NIGERIA
Keywords
ANALYSIS,, MARKETING,, ABSORBENT,, COTTON,, PRODUCTS,, KADUNA METROPOLIS