Marketing Analysis of Indigenous Leafy Vegetables in the Tropics

ABSTRACT

There is economic potential for production of indigenous leafy vegetables (ILVs); however, there has been limited information with regard to their marketing in the tropics. This study examined marketing of ILVs. A total of 250 marketers formed the sample size and questionnaires were used to collect data. Descriptive statistics, gross margin analysis, and multiple regression analysis were used to explain the data. Almost all of the marketers were female and between 31 and 50 years old with some degree of formal education. Lagos spinach (Celosia agentea L.), Jute mallo (Corchorus olitorus L.), and Amaranth (Amaranthus hybidus L.) were highly preferred by consumers; Crassocephalum rubens S. Moore was highly demanded and brought a high price but was not readily available. Leaves of Cassava (Manihot esculenta Crantz), African eggplant (Solanum macrocarpon L.), Cowpea [Vigna unguiculata (L.) Walp.], African basil (Ocimum gratissimum L.), Wild lettuce (Lactuca virosa L.), Malabar spinach (Basella alba Boiss), and Pumpkin (Cucurbita moschata L.) were consumed but were not displayed for sale because they do not have market value. Average gross margin of N6476.27 (N is the Naira, Nigerian currency; US$1 = N168) was realized per week and marketing efficiency was less than 1. Multiple regression indicated that purchased price of vegetable, marketing experience, and transportation cost affected gross margin of ILVs at P < 0.01, P < 0.05, and P < 0.10, respectively. The major marketing problem identified was inaccessible road networks. Accessible road networks and encouragement of market information could improve marketing of ILVs in the region.

Keywords:

• Celosia agentea
• Crassocephalum rubens
• demand
• gross margin, transportation