ANALYSIS OF WATERMELON (CITRULLUS LANATUS)

MARKETING IN NNEWI METROPOLIS OF ANAMBRA STATE, NIGERIA

Isibor, A.C. and Ugwumba, C.O.A.

*Department of Agricultural Economics and Extension, Anambra State University, Anambra State, Nigeria

**Department of Agricultural Economics and Extension, Nnamdi Azikiwe University, Awka, Anambra State

E-mail chinweann@yahoo.com.

Abstract: The study examined watermelon marketing in Nnewi metropolis of Anambra State, Nigeria. Purposive and simple random sampling methods were used to select five daily markets and 100 respondents respectively. Primary data were collected using structured questionnaire and analyzed using descriptive statistics, budgetary techniques and multiple regression. Watermelon marketing in the study area was dominated by men (80%) at the whole sale level and women (90%) at the retail level. About 46% level of inefficiency existed in the marketing system operationally, the wholesalers, were more efficient (0.69%) than the retailers (0.75%) in watermelon marketing. Positive net marketing incomes of N43,320,000 and N3,057,700 for the wholesalers and retailers respectively, proved the enterprise profitable. Net marketing income was statistically and significantly determined by marketing cost, product price and house hold size, high purchase cost, low patronage, high transport cost, high product price and lack of capital hindered watermelon marketing in the area. Local production should be encourage in the state, provision of soft loans, modern storage facilities and cheap mass transport system would mitigate the problems and ensure enterprise sustainability.