Marketing Analysis of Vegetables: The Case of Carrot and Cucumber Marketing in Enugu State, Nigeria

Agricultural marketing plays a vital role in economic development and livelihood of people in developing countries. Marketing of agricultural products which provide income to most farmers and marketers in Nigeria has been characterised with a lot of deficiencies which have constrained sustainable development and economic growth. This study, therefore, analysed carrot and cucumber marketing including constraints to their effective marketing in Enugu State, Nigeria. Data collected, primarily, were analysed using descriptive statistics, marketing margin and Likert type rating technique. The result shows that vegetable marketing was dominated by females (65%) who were still in their economically active age and did not belong to a cooperative society. Half of them perform a retail marketing function, 30% perform both retail and wholesale functions while 20% perform wholesale function. Vegetable marketing contributed to marketers’ income by providing N25,667.7 (USD 66.93) per month on average. The marketing margins were 26.30% and 20.18% for cucumber and carrot, respectively. The high cost of shop rent, high transportation cost, low capital, price fluctuation, poor credit facilities and a low supply of vegetables due to seasonal variation were the major constraints faced by vegetable marketers. Vegetable marketers, therefore, need support by providing affordable credit facilities and building of modern market stalls by the government. This would give them a conducive and hygienic environment. Also, vegetable marketers should form a cooperative society where they can pool resources and get financial assistance. This would lead to efficient marketing of the product.