Marketing Analysis of Plantain in Ondo State, Nigeria: Structure, Conduct and Performance of Plantain Market - Tapa blanda

This study analyzed plantain marketing in Owo and Ose Local Government Areas of Ondo State, Nigeria. Systematic sampling technique was used in the selection of one hundred and ten plantain marketers in the study area. A well structured interview schedule was the instrument used for data collection. Data collected were analyzed using both descriptive and inferential statistics. The study revealed that most of the marketers (70%) were female with mean age of 43years. Herfindahl index of 0.3 revealed that plantain market structure tends toward pure competition. Costs and returns analysis showed that plantain marketing is profitable in the study area with monthly gross margin of N12, 214.57 and benefit cost ratio of 1.43. The regression analysis revealed that marketing costs and net returns are negatively related with R2 value of 0.52 and F - value of 21.478 which is significant at 1%. The major marketing problem identified by the highest percentage of respondents is finance. The study therefore recommends that plantain marketers should come together to form plantain marketers' cooperative groups from which members could obtain loans at very low interest rates

Dr. Joana Oladejo is a senior lecturer in the department of Agricultural Economics, Ladoke Akintola University of Technology, Ogbomoso, Oyo State, Nigeria. Her area of specialization is Agricultural Marketing. She has to her credit above 30 articles in reputable local and international journals. She is married to Revd. Dr. Emmanuel Oladejo.