The study determine the effect of branding strategy on the marketing of rice in Benue state.

Statement of the Problem

The demand for rice is rising speedily at an estimated rate of 10% per annum (NRDS, 2009), due to population growth and urbanization (Adejumo-Ayibiowu,2010;   Inuwa  et  al.,  2011).  Even   though,  there  is  growing  demand   for   rice  in Nigeria, corresponding increase in supply is lacking thereby leading to persistentdemand - supply gap. Market performance is a reflection of the impact of structureand conduct on product prices, costs, volume and quality of output (Hill, 1997).

Efficient marketing system promotes economic development by encouraging specialization and leading to output enhancement (Olukosi and Isitor, 1990; Turaet  al., 2010).  In various  attempts to provide information on the rice market in Nigeria   and to   recommend appropriate   solutions on how to improve   rice marketing, many scholars have carried out studies on aspects of the performance of rice   marketing   in   the country. However, the scholars' works on the effect   of branding strategy on the marketing of rice in Benue state, Nigeria are still limited.It is on this basis that this study is necessitated to investigate the effect of branding strategy on the marketing of rice in Benue state.

Objectives of the Study

The main objective of this study is to investigate the effect of branding strategyon the marketing of rice in Benue state. 

Other specific objectives of the study are to;

1. determine the effect of product branding strategy on the marketing of rice in Benue state

2. ascertain the effect of retail branding strategy on the marketing of rice in Benue state

3. determine the effect of service branding strategy on the marketing of rice in Benue state