African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 140

Full Length Research Paper

Marketing of Jew’s mallow in Agbedranfo local area in the Southwest of Benin

Patrice Ygué Adegbola
  • Patrice Ygué Adegbola
  • Agricultural Research Center of Agonkanmey (CRA-Agonkanmey), National Institute of Agricultural Researches of Benin (INRAB), Benin.
  • Google Scholar
Christelle Marie Komlan-Ahihou
  • Christelle Marie Komlan-Ahihou
  • Agricultural Research Center of Agonkanmey (CRA-Agonkanmey), National Institute of Agricultural Researches of Benin (INRAB), Benin.
  • Google Scholar
Anselme Adegbidi
  • Anselme Adegbidi
  • Agricultural Research Center of Agonkanmey (CRA-Agonkanmey), National Institute of Agricultural Researches of Benin (INRAB), Benin.
  • Google Scholar
Sounkoura Adetonah
  • Sounkoura Adetonah
  • Agricultural Research Center of Agonkanmey (CRA-Agonkanmey), National Institute of Agricultural Researches of Benin (INRAB), Benin.
  • Google Scholar
Ousmane Coulibaly
  • Ousmane Coulibaly
  • Agricultural Research Center of Agonkanmey (CRA-Agonkanmey), National Institute of Agricultural Researches of Benin (INRAB), Benin.
  • Google Scholar
Guy-Apollinaire Mensah
  • Guy-Apollinaire Mensah
  • Agricultural Research Center of Agonkanmey (CRA-Agonkanmey), National Institute of Agricultural Researches of Benin (INRAB), Benin.
  • Google Scholar
Cocou Muriel Dorian Montcho
  • Cocou Muriel Dorian Montcho
  • Agricultural Research Center of Agonkanmey (CRA-Agonkanmey), National Institute of Agricultural Researches of Benin (INRAB), Benin.
  • Google Scholar


  •  Received: 10 February 2016
  •  Accepted: 18 May 2016
  •  Published: 30 June 2016

Abstract

This study focuses on analyzing the functioning of the marketing systems of jew’s mallow (Corchorus olitorius) produced in Agbédranfo (Dogbo), Southwest Benin. The methodological approach used was based on the Structure-Conduct-Performance paradigm (SCPA). A total of 60 producers, 28 retailers and 4 wholesalers were sampled. The results identified two jew’s mallow marketing systems based on sales periods and production locations: marketing system of jew’s mallow production was based on lowlands and of upland jew’s mallow marketing system. The net margin for jew’s mallow produced in Agbédranfo was 3.24 for producers, 9.67 for retailers and 8.37 for wholesalers in lowland jew’s mallow marketing system. However, the relative net margins of these actors in the marketing system of upland jew’s mallow were low. Moreover, a Gini coefficient of 0.34 showed an equal distribution of the gross margins obtained in the marketing system of lowland jew’s mallow. The study therefore, concludes that wholesalers and retailers have higher net margins than producers. Thus, a dialogue between marketing stakeholders themselves, extension agents, non-governmental oragnisations (NGOs), and public authorities is therefore desired.

 

Key words: Jew’s mallow, marketing, profitability, SCP paradigm, margin.