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.

本研究旨在对奥约州伊巴帕中央地方政府辖区内的西瓜营销结构与运营模式展开分析。本研究的具体目标包括：描述西瓜营销从业者的社会经济特征，剖析研究区域内营销从业者的营销差价（marketing margin）与营销效率。研究采用多阶段抽样技术选取了95名营销从业者，通过一套结构严谨的问卷收集原始数据，并运用描述性统计、基尼系数（Gini Coefficient）模型以及营销效率指数（Marketing Efficiency Index）对数据进行分析。研究结果显示：57.9%的营销从业者为男性，41.1%已婚；基尼系数测算结果为0.56，表明西瓜营销从业者群体存在中等程度的市场集中度；营销效率指数为2.43，反映出该区域市场具备较高的运营效率。本研究识别出的主要制约因素包括棚舍不足与价格波动。据此，建议该区域地方政府当局尽快兴建一批仓储或商铺建筑，并以可负担的价格向营销从业者开放使用。