DETERMINANTS OF MARKETING EFFICIENCY FOR PACKAGED WATER IN IMO STATE, NIGERIA: MAXIMIZING FIRMS ASSETS TO IMPROVE CONSUMER WELFARE

Competition is necessary for enhanced customer welfare and efficiency. This study focused on marketing efficiency of packaged water in Imo state Nigeria. It specifically examined the socio-economic profile of the respondents; levels of marketing efficiency of packaged water and its determinants. The study employed purposive and multistage sampling technique in the selection of location and respondents respectively from whom information were elicited. Analytically, descriptive statistics, schematic diagram and OLS multiple regression models were used. Results showed that the respondents were predominantly married male adults, with average household size of 7 persons. They were fairly educated and experienced in the business. The study further revealed that age, education, household size and income were the major determinants of marketing efficiency of packaged water marketing in the area. The result also showed that net income, marketing cost, and marketing margin were higher in urban area, which implies that marketer in semi-urban areas were operating below optimum efficiency levels. This study therefore suggested the need to incorporate integrated logistics management and marketing strategies as a measure to reduce unnecessary marketing costs; capacity enhancement programmes for marketers and improvement in infrastructural development as a means of addressing marketing efficiency and customer welfare.