DETERMINANTS OF MARKET PERFORMANCE AND CONSTRAINTS OF COWPEA (Vigna unguiculata L.) MARKETING AMONG RETAILERS IN YOBE STATE, NIGERIA

Abstract

The study analysed determinants of market performance and marketing constraints among cowpea retailers in Yobe state, Nigeria. Primary data were collected from 182 cowpea retailers with the aid of questionnaire, and the data collected were analysed using descriptive statistics and multiple regression model. The result revealed that; (-1502.098) Age at 1% level of significance, (2373.441) educational level at1% level of significance, (4343.146) marketing experience also at 1% level of significance, moreover, (9.800218) cost of nylon bag at 1% level of significance, (-.0166913) transportation cost at 5% level of significance and (.012345) cost of cowpea purchased also at 5% level of significance were the major determinant of retailer cowpea market performance in the study area. While major retail cowpea marketing constraints identified were; inadequate capital (87.91%) which was rank 1, followed by price fluctuation (81.32%) and rank 2, Lack of Standardization and Grading (80.22%) rank 3, Inadequate Credit facility (79.67%) rank 4, Seasonality of the Product (73.63%) rank 5, fluctuation in supply (67.58%) rank 6 and high transportation cost (53.30%) and was rank 7. The major factors that influence retailers’ market performance include; age, educational attainment, marketing experience, cost of nylon bag, and cost of cowpea purchased and transportation cost. While the major marketing constraints were price fluctuation, inadequate credit, lack of standardization and grading, seasonality of the cowpea product among others.   Government should collaborate with financial institutions to offer concessional credit facilities to enhance the capital base of respondents. Additionally, it should purchase cowpeas at harvest and release them in the off-season market to stabilize cowpea prices and supply.