Marketing Performance of Salad Vegetables: The Case of Cabbage Marketing in Abia State, Nigeria

This study analyzed the performance of cabbage marketing in Abia State, Nigeria. Specifically the study sought to: describe socio-economic characteristics of cabbage marketers; identify marketing channels of cabbage; determine marketing cost components of cabbage marketers; determine marketing margins, market share and marketing efficiency of cabbage marketers; and determine socio-economic factors influencing income of cabbage marketers. Multi-stage random sampling technique was used to select 160 marketers. Data were collected with use of structured questionnaire. The data collected were analyzed descriptively using means, frequencies, percentages, pie chart and flow chart and inferentially using marketing margin analysis, marketing efficiency analysis and ordinary least square regression technique. The study showed that cabbage marketing is not efficient but very profitable. The wholesalers and retailers had: marketing margin of N82.9 and N41.1; market share of 37.41% and 15.43%; and marketing efficiency of 160.60% and 167.40% respectively. Determinants of wholesaler’s income were household size, marketing experience, rent on storage, product price and transport cost, while household size, education level, other variable cost, product price and transport cost significantly influenced the retailer’s income. The study recommended that cabbage farmers in northern Nigeria should be encouraged, adequately motivated and instructed by the government and extension agents to form marketing cooperatives. This would help them pool resources together and transport their produce to farther points of consumption in-order to increase their market share and realize higher profit. This would also help to reduce the excess profit made by the marketers and improve the marketing efficiency of cabbage.