DEMAND ANALYSIS OF PEPPER IN EKE-IMOHA MARKET, EZZA SOUTH LOCAL GOVERNMENT AREA OF EBONYI STATE, NIGERIA

This study analyzed the demand for pepper in Eke-Imoha Market, located in Ezza South Local Government Area of Ebonyi State, Nigeria, using primary data collected from one hundred and twenty pepper consumers (120) through structured questionnaires and interview. The study investigated factors influencing consumer demand, estimated the price elasticity, identified the constraints to pepper consumption. Double log functional form of regression analysis, Likert scale and descriptive statistics were employed in analyzing the data. The R-squared value of 0.78 indicates that approximately 78% of the variation in the quantity of pepper demanded is explained by the independent variables included in the model. The results revealed that income level (β2 = 0.48), price of pepper (β1 = -0.72), household size (β4 = 0.37), and price of substitutes (β3 = 0.31), significantly influenced pepper demand. The result further showed that the major constraint to pepper consumption in the study area was the high market price, with a mean score of 4.42, followed by poor storage infrastructure (4.16), and seasonal fluctuation in supply and price (4.03). These factors reflect both supply-side and market inefficiencies, affecting consumer affordability and accessibility. The study concluded that the demand for pepper in Eke-Imoha Market is significantly influenced by its price, household income, size, and price of substitutes and recommended implementation of periodic consumer surveys to monitor demand trends and adjust supply chains accordingly