ANALYSIS OF PERFORMANCE OF RICE WHOLESALING AND RETAILING IN OSUN STATE, NIGERIA.

The study analysed the marketing of rice in its functions of wholesaling and retailing in Osun State of Nigeria. The specific objectives were to: describe the socioeconomic characteristics of rice marketers; analyze the performance of rice marketing firms and identify major constraints in rice distribution in the study area. A three-stage sampling technique was employed to select a total of two hundred and ten (210) respondents from whom data were collected using a well structured pre-tested questionnaire. Descriptive statistics were used to describe the socio-economic characteristics of the respondents while performance was assessed using budgeting and the operational efficiency approach. The majority of rice marketers had secondary and post-secondary education with an age distribution of 30-50 years and the rice market was found to be female dominated across all the three groups. The experience in business was 10 years and above for wholesalers and wholesale-retailers and 5 years and above for retailers. Rice marketing system could be said to be relatively efficient. It is more efficient for retailer compared to wholesaler and wholesaler-retailer. The major problems encountered in the rice marketing system were poor finances and bad road network. Policy measures that would improve competition and efficiency should therefore be encouraged. Finances should be provided to rice marketers so as to improve on the performance of the industry.