1. Adekunle Ajasin University | Akungba Akoko Ondo State | Nigeria| 2. College of Health and Technology | Ijero Ekiti State | Nigeria| 3.4.5. Forestry research institute of Nigeria Jericho Ibadan Oyo State|
This article is made freely available as part of this journal's Open Access: ID| Odetola–Ref1-ajira280920|
ABSTRACT
Background: The use of Integrated Marketing Communication (IMC) tools has grown considerably over the years on a global basis, and it is fast becoming the cogent tool to effectively market one’s goods and services. Several literatures have evaluated the effect of IMC tools on various fields of businesses; however, few have tried to evaluate its effect on agricultural enterprises. This study assessed the use of integrated marketing communication tools by small and medium agricultural enterprises in Odeda local government, Ogun state, Nigeria. Objective:This research aimed to; identify the types of small and medium scale agricultural enterprises in the study area, identify the marketing communication tools available to the enterprises, determine the marketing communication tools used by the enterprises, determine how often the enterprises use the marketing communication tools available to them, and to identify the constraints associated with the use of marketing communication tools. Multistage sampling technique was used to select respondents; questionnaires were administered to the respondents. Data collected were analyzed using descriptive and inferential statistics. Method: The study revealed that 82.0% of the respondents were male, 62% were between the age ranges of 21-30years, 64.0% were Christians, 64.0% were single, and 88.0% had tertiary education. And that the marketing communication tools used by the respondents were; word of mouth (98%), personal selling (100%) and advertising (88%).Cost of maintenance ranked highest among constraints associated with the use of the marketing communication tools, while time/resources issues ranked 2nd and difficulty of implementation ranked 3rd and were considered as the major factors influencing the use of integrated marketing communication tools in the study area. Results and conclusion: The study showed that the integrated marketing communication tools are not used resourcefully by the enterprises as a result of some of the limitation such as cost of maintenance, time/material resource and difficulty of implementation Keyword: computing, integrated, marketing, communication tools, agricultural enterprise.
