Analysis of the Structure and Conduct of Watermelon Marketing in Ibarapa Central Local Government Area of Oyo State

This study was carried out to analyze the structure and conduct of watermelon marketing in Ibarapa Central Local Government Area of Oyo State. Specific objectives of the study include to describe the socio-economic characteristics of watermelon marketers, examine the marketing margin and marketing efficiency of marketers in the study area. Multi-stage sampling technique was employed to select 95 marketers. Primary data were collected using a set of well-structured questionnaire. Data were analyzed using descriptive statistics, Gini coefficient model and marketing efficiency index. The result of the study shows that 57.9% of the marketers were male, 41.1% were married, Gini Coefficient result of 0.56 indicated a moderate concentration of watermelon marketers. Market Efficiency Index of 2.43 revealed a high level of efficiency in the market.  Inadequate shed and price fluctuation were among the major constraints identified in the study area.  It was therefore recommended that Local Government Authority in the area should as a matter of urgency construct sets of buildings to serve as store or shop which will be made available at affordable prices to the marketers.