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Kassali Rabirou
Abdulhameed Abana Girei
Ismaila Dauda Sanu
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Abdulhameed Abana Girei
Ismaila Dauda Sanu
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International Journal of Agricultural Marketing

Analysis of Yam Marketing in Akoko North-East Local Government Area of Ondo State, Nigeria

Rabirou Kassali, Abdulhameed Abana Girei and Ismaila Dauda Sanu

Department of Agricultural Economics, Obafemi Awolowo University, Ile-Ife, Osun State, Nigeria

Department of Agricultural Economics and Extension, Nasarawa State University, Keffi, Nigeria

Accepted 22 December, 2017.

Citation: Kassali R, Girei AA, Sanu ID (2018). Analysis of Yam Marketing in Akoko North-East Local Government Area of Ondo State, Nigeria. International Journal of Agricultural Marketing, 5(1): 170-177.

Copyright: © 2018. Kassali et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are cited.


The study analysed the marketing of yam in Akoko North East Local Government Area of Ondo State. It specifically described the socio-economic characteristics of yam marketers and determined the marketing margin, marketing cost, markup, operational efficiency and the constraints faced by yam marketers in the area. Data used for the study were generated through the administration of structured questionnaire. A total of 90 respondents comprising of 30 yam wholesalers and 60 retailers, were randomly sampled from three purposively selected major yam markets. Data were analyzed using descriptive statistics, Concentration Ratio, Gini Coefficient and Operational Efficiency Model. The results showed variation in marketing cost, marketing margin, marketing profit, and markup for both wholesale and retail yam markets. Gini Coefficients of 0.307 and 0.307 were obtained for wholesaler and retailer respectively. This indicated high level of competition in the industry. Retailers were more operationally efficient than wholesalers, but wholesalers’ marketing profit and markup were higher than that of retailers. Wholesalers complained of insecurity, price uncertainty, high cost of yam and, transportation cost. Also, high capital requirement is considered as a serious constraint, while retailers complained of high cost of yam, price uncertainty, capital intensity and insecurity as very serious constraints. Alleviating some of the challenges, would therefore lead to more efficiency in yam business, while improving on the welfare of yam marketers.

Keywords: yam, wholesaling, retailing, market structure, marketing performance