EFFICIENCY ANALYSIS OF FRESH TOMATO MARKETING IN YOLA NORTH LOCAL GOVERNMENT AREA OF ADAMAWA STATE, NIGERIA

Abstract

The study was conducted to analyze the marketing efficiency of fresh tomato in Yola North Local Government Areas of Adamawa State. Purposive and random sampling techniques were employed to select 125 fresh tomato marketers from Jimeta modern market, Old market and Yola by-pass market. Data was collected between January and March 2021, which was analyzed using descriptive statistic, marketing efficiency model and multiple regressions analysis. The study showed that majority (84.21%) and 59.77% of the wholesalers and retailers respectably were male. The young and middle aged traders constituted 92.11% and 100% for wholesaler and retailers respectively, while 65.79% and 72.42% of wholesaler and retailers respectively have no formal education, with 76.32% of wholesalers having marketing experience above 10years, and 70.14% of retailers having between 5-10years.The result for marketing efficiency analyses per week gave 36.83% and 21.04% for wholesalers and retailers respectively, indicating inefficiency in the marketing system. Marketing experience, initial capital, transport cost, tax and cost of loading/offloading were the determinants of marketing efficiency. It was recommended that vegetable marketers should join a cooperative/vegetable marketing association so as to easily access financial support.