Market Orientation Awareness and Implementation by Farmers’ Cooperatives under Commercial Agriculture Development Project in Cross-River State, Nigeria

Abstract:

This study analyzed Market Orientation Awareness and Implementation by farmers’ Cooperatives under Commercial Agriculture Development Project (CADP) in Cross-River State, Nigeria. To determine the awareness of market orientation culture and the extent of implementation of market orientation by the farmers’ cooperatives under CADP, Cross-River State were the objectives that guided the study. Data collected from 219 purposively sampled cooperatives using CADP list were analyzed using descriptive statistics of mean, percentage and standard deviation. The results indicated overwhelming awareness of market orientation culture by the farmers’ cooperatives under CADP (98%), marginally market-oriented farmers (mean ≈ 3.24) who implemented 38% competitor orientation, 37% customer orientation and 25% inter-functional coordination. Provision of capacity building programmes through training, seminars, workshops, conferences, among others on market orientation for farmers’ cooperatives was recommended.