Drivers of Marketing Behaviour among Smallholder Vegetable Farmers in Ondo State, Nigeria

Abstract

Understanding the marketing behaviour of vegetable farmers is crucial for improving agricultural income, food supply, and livelihood sustainability in Nigeria. This study investigated the marketing behaviour of vegetable farmers in Ondo West Local Government Area of Ondo State, Nigeria. A multistage sampling procedure was used to select 120 respondents, and data were collected through a structured questionnaire. The data were analysed using descriptive statistics and inferential analyses such as chi-square tests and regression analysis. Results revealed that most of the vegetable farmers were within the active working age group, with most having secondary education and engaging in small-scale vegetable production primarily for income generation. The study identified farm-gate, open markets, and middlemen as dominant marketing channels, while poor transportation, price fluctuation, and lack of storage facilities were the major constraints faced by respondents. Regression analysis indicated that educational level, years of farming experience, and access to extension services significantly influenced farmers’ marketing behaviour (p < 0.05). The study concludes that infrastructural challenges and limited market information hinder market efficiency among vegetable farmers. It recommends that the government and stakeholders should strengthen rural market infrastructure, facilitate farmer–market linkages, and promote cooperative marketing systems to enhance income and market performance.

Keywords: Vegetable farmers, marketing behaviour, market constraints, farm produce marketing

DOI: 10.7176/JESD/17-3-01

Publication date: April 30^th 2026