AN ASSESSMENT OF PUBLIC RELATIONS STRATEGIES AMONG SOY CHEESE AND COW CHEESE MARKETERS
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Date
2025-03-31
Journal Title
Journal ISSN
Volume Title
Publisher
University of Mosul College of Agriculture and Forestry
Abstract
Public relations (PR) in agricultural marketing are often neglected,
causing inefficiency and turnover. This research aimed to assess
the market structure, evaluate the marketing efficiency, and
determine the influence of PR strategies on soy and cow cheese
marketing in Kwara State, Nigeria. Data were collected through
structured interviews with 234 respondents, selected via a two
stage sampling technique. The analysis employed descriptive
statistics,
the
Herfindahl
index,
marketing efficiency
measurements, market margin calculations, and multiple
regression analysis. The findings revealed that all respondents were
female, with a mean age of 52 years. The soy and cow cheese
marketers' Herfindahl Index values are 0.011 and 0.003,
respectively. Coupled with marketing margins of 39.24% and
33.48%, indicated that soy cheese marketing was more profitable
than cow cheese marketing in the region. Furthermore, the level of
education, number of customers per cycle, and PR strategies were
significant variables influencing the marketing margin of soy
cheese marketers. Conversely, monthly income, number of
customers, and PR strategies were critical factors affecting the
marketing margin of cow cheese marketers. Based on these results,
the study recommends that the government should encourage,
educate, and raise awareness among marketers on the effective
utilization of PR strategies to enhance marketing margins.
Furthermore, to support their operations, policies that aim to give
marketers access to direct and indirect financing facilities should
be promoted.