Abstract:
The study evaluates the performance of plantain and banana marketing in Ondo State, Nigeria,
with a focus on distribution channels, market performance, and challenges. The research
employed a well-structured questionnaire for the collected cross-sectional data. A multistage
sampling technique was used to randomly select 120 respondents while analytical tools such as
descriptive statistics, regression analysis, marketing margin, and return on investment (ROI)
techniques were employed. Findings revealed that 84.2% of the respondents were female, with
45.8% aged between 36-45 years, 70% married, and 42.5% had secondary education. The study
highlighted the pivotal role of market channels involving farmers, wholesalers, retailers, and
consumers in ensuring marketing efficiency. The marketing margin for bananas and plantains
was 0.67 and 0.74, respectively. An ROI of 3.06 for bananas and 3.91 for plantains was
observed, indicating significant profitability. Banana marketers averaged an annual profit of
N215,500, while plantain marketers earned N270,000. The regression results showed that age,
experience, cost of purchase and labour are the main determinants of plantain performance while
experience and education are for banana marketing in the area. Key constraints included limited
credit access and high transportation costs. To enhance the sector, the study recommends
collaboration among government agencies, research institutions, and the private sector to
improve credit availability and support for marketers.
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