Tea Marketing in Kano and Benue State of Nigeria: A Comparative Study

The study examined a comparative study of tea marketing in Benue and Kano states, Nigeria. A purposely sampling technique was used to select Otukpo, Gboko, Makurdi, & Feggae LGA areas respectively because they are big markets for tea trade in the study areas. A random sampling technique was used to select 241 respondents from Otukpo, Main, Nwukuru and Singa markets respectively. Primary data was used through a structured questionnaire, data were analysed with the use of descriptive statistics and Policy Analysis Matrix (PAM). The study reveals that the total cost incurred was ₦ 7,010 per ton, revenue per ton was ₦185,588.88 and a net profit of ₦ 178,578.88 per ton was derived at private prices in Kano state. Also, in Benue state, the total cost incurred was ₦ 5,295 per ton, estimated revenue per ton was ₦ 3,553,031 per ton and a net profit of ₦ 3,547,736 per ton was derived at private prices. High percentages (85.89) of the marketers in Kano source their materials for sales from the packagers while (55.19) of marketers in Benue source theirs from processors. The result shows that the majority (41.49%) of tea marketers in Kano sell to Niger Republic, Chad, and Cameroun, nevertheless, (36.10%) of these marketers sell their products directly to the consumers. However, in Benue, the majority (57.68%) of marketers sell to retailers while 37.34 are sold to consumers. Equally, the result shows that insufficient tea (65.98 %) and insecurity (20.75%) are major difficulties in marketing activities in Kano. Similarly, in Benue state, the non-availability of tea (37.34%) for sales as well as insecurity (29.46%) is hindering tea sales.