Agricultural Produce Branding for Consumers in Nigeria

Abstract

The study of brand perception and acceptance is critical to enhancement of marketing of agricultural produce in Nigeria. The descriptive survey targetted Kogi – one of the agricultural States in Nigeria. The study population comprised 400 farmers from nine Local Government Areas in Kogi State, which has three senatorial districts. The instrument used for data collection was a questionnaire designed to elicit information from respondents on cassava and yam. Data were analyzed using Average Mean Score statistical tool. The study recommended, among others, proper branding of agricultural produce, establishment of processing mills, improvement in storage facilities, and reflection of branding with organisation and product objectives.