Effects of Marketing Constraints on Gross Margin of Local Rice Retailers in Ardo-Kola L.G.A, Taraba State, Nigeria

This study assessed the effects of marketing constraints on gross margins Local Rice retailers in Ardo-Kola L.G.A Taraba State, Nigeria. Purposive and multistage random sampling methods were used to select twelve respondents each from five major markets area, giving rise 60 respondents. A structured questionnaire module was gathering information retailers' socio-economic characteristics faced. Data obtained completed organized analyze using descriptive statistics such as frequency distributions, percentages. Gross net margin analyses conducted assess profitability, while OLS regression model techniques adopted infer retailers. Results reveal that women constituted 70% Those married 55.0%, those with primary education 51.7% Saving main source income 58.3% initial capital. An age range 26-35 dominated rice age, 41.7% falling into this group, household size 6-10 dominated, constituting 55% Also, results analysis reveals terms cost union fee, transportation shop rent significantly influence at 1%, 5% 10% levels significance, respectively. It is recommended since decrease costs these independent variables increase retailers, local well Federal governments all stakeholders should rally around reduce amounts payable addition providing cheaper facilities improve possibly income, welfare retailer marketers LGA long run. Keywords: Marketing Constraints, Effects, Processors, Margin, Net Income DOI: 10.7176/DCS/12-7-05 Publication date: November 30 th 2022