Agricultural Marketing and Performance of Agricultural Firms in Anambra State

This research studied the relationship between agricultural marketing and performance of agricultural firms in Anambra State. Specifically, the study addressed the relationship between transactional marketing and performance of agricultural firms, the relationship between database marketing and performance of agricultural firms, the relationship between interaction marketing and performance of agricultural firms and finally the relationship between network marketing and performance of agricultural firms. The study adopted a survey research design in collecting data questionnaire and personal interviews were used in collecting primary data while documentary sources were used for secondary data. The population of the study was made up of 411 agricultural firms in Anambra state, whereas 30 firms were selected as the sample size with the aid of solvin formular. The data generated for this study were presented with frequencies and percentages, while the stated hypotheses were statistically tested with Pearson motion correlation, which was computed with the aid of the Statistical Packages for Social Sciences SPSS Version 20. Findings from the study showed thattransactional, database, interaction and network marketing that were used as proxies for agricultural marketing all have a significant relationship with sales volume which was used as proxy for performance of agricultural firms. Chibike Onyije Nwuba "Agricultural Marketing and Performance of Agricultural Firms in Anambra State" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-2 , February 2021, URL: https://www.ijtsrd.com/papers/ijtsrd38502.pdf Paper Url: https://www.ijtsrd.com/management/marketing/38502/agricultural-marketing-and-performance-of-agricultural-firms-in-anambra-state/chibike-onyije-nwuba