The study examined the marketing efficiency of honey in Kano State, Nigeria. Three markets were purposively selected (Kurmi, Wambai and Hajj Camp markets) and a proportion of 50% of marketers was chosen from a sample size of 120, the sample size comprises 15 wholesalers and 45 retailers.
Structured questionnaires were used to collect data from marketers. The data collected were analyzed using descriptive statistics, marketing margin, and marketing efficiency analysis. The result of the analysis revealed that honey marketing was a profitable and efficient venture with a marketing margin of 8.7 and 7.5 for both wholesalers and retailers with efficiencies of 252.2% and 277.8% respectively.
The majority of honey wholesale and retail marketers had the problem of adulteration with about 40% and 38.5% respectively. It was concluded that honey marketing was a lucrative business despite the presence of some constraints.
Marketing, Efficiency, Honey, Marketers and Kano State