Improving Cucumber Marketing Channels in Nigeria

R. Nwadiolu, A. C. A. Ewododhe and J.I. Kpeyegbeyi

Asian Journal of Agricultural Extension, Economics & Sociology, 2025, vol. 43, issue 12

Abstract: This study investigated cucumber (Cucumis sativus) marketing channels, constraints and improvement strategies in Nigeria. Using multistage sampling, 300 producers and marketers completed a structured questionnaire. Respondents were 54% female and largely smallholders operating micro-plots. Market-path analysis showed a plurality of sales flow through intermediaries: the producers → middlemen →retailers → consumers and producers → retailer → consumers routes were most common (about 33% and 29% of reported channels, respectively), while direct producer consumer sales were less frequent but yielded the highest unit price (mean = 500 currency/kg). One‑way ANOVA indicated marketing channel significantly affected price, transport cost and time from harvest to sale (F = 145, p < .001), with clearer margins and shorter times in shorter channels. The large effect sizes (η² ≈ 0.596) indicated that about 59.6% of the variance was attributable to marketing channel, which far exceeded conventional thresholds for a "large" effect. Major constraints were perishability and post‑harvest infrastructure: short shelf‑life (mean = 3.91, top‑box 77%), variable quality/poor grading (mean = 3.89, top‑box 74.5%) and inadequate cold‑chain/storage (mean = 3.84, top‑box 73%). Preferred strategies emphasized market linkages and direct sales: farm‑gate‑to‑table (mean = 3.87) and partnering with businesses (mean = 3.81) ranked highest, while value addition and e‑commerce scored lower. We recommend investment in simple post‑harvest infrastructure (packhouses, cold storage), support for producer cooperatives and business partnerships, and mechanisms for improved market information to reduce intermediary capture and post‑harvest losses.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2025
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