Abstract

This study examined the socioeconomic determinants of tomato retail marketing in Ibadan southwest Local Government Area, Oyo State, Nigeria. The study was based on the primary data obtained in a cross section survey of 80 randomly selected tomato retail marketers drawn by multi-stage sampling across four (4) markets in the study area. The data were collected by personal administration of questionnaire designed to elicit information on the tomato retail marketers socio-economic characteristics and transportation and storage costs among others. The study data were analysed using descriptive and regression analysis. The result revealed that the modal age group for the tomato retail marketers was 31 to 50 years. Also, the average number per household was found to be of 5 persons with 71.3 and 82.5% being male. 86.3% of the respondents were educated with 5 to 15 years of marketing experience of about 60%. Also, about 81% of the respondents made tomato retail marketing their primary occupation. The regression analysis revealed that Age (X₁), Years of marketing experience (X₂), purchase cost (X₄), labor cost (X₅) and transportation cost (X₆) were statistically significant at p≤0.05, p≤0.05, p≤1, p≤0.05, p≤0.01 and p≤0.1%, respectively out of the six postulated explanatory variables. The coefficient of multiple determination (R²) was 0.789 which shows that about 79% variations in profit of the tomato retail marketers were caused by variations in the Six (6) postulated explanatory variables. The gross margin analysis results revealed that the gross margin (profit) was N38, 076.00 per month. The study therefore concluded that transportation and storage cost were the major factors influencing profitability of retail tomato marketing in the study area. Hence, policy issue aim at encouraging tomato retail marketing will focus on provision of good transportation and storage facilities.

Key words: Socio-economic, gross margin, tomato, retail marketing, Oyo State.