Marketing Management Challenges of Locally Produced Rice Amidst Covid-19 Provocations: Nigerian Perspective

Many countries across the globe witnessed the challenges caused by COVID-19 Pandemic and Nigeria is not an exception as many economic activities were crippled. In Anambra State, many people died as a result of this catastrophe, and many sectors were economically affected, including agricultural and manufacturing industries. Accordingly, this study examined the effect of COVID-19 on the marketability of rice produced in Nigeria using Anambra State as a reference point. Specifically, the study investigated the effect of high price of rice, movement restriction, market closure, and high transportation costs on the marketability of locally produced rice. The survey research method was adopted and while the target population is 1798, the sample size is 327. The data source is primary and a structured questionnaire was administered to the respondents for data collection. The reliability value of 0.7939 established the internal consistency of the measuring instrument. However, multiple regression analysis statistical tool was used to test the hypotheses at a 5% significance level. The findings revealed that high price of rice, movement restriction, market closure, and high transportation costs had significant and negative effects on the marketability of locally produced rice in Anambra State. Thus, the COVID-19 pandemic has a significant and negative effect on the marketability of locally-produced rice. Thus, the government should provide an enabling environment to encourage rice producers to transition into digital marketing channels to minimize the negative effects of COVID-19 and other unpredictable future pandemic business provocations.