Onyemauwa C.S.
Abstract
The study analyzed the marketing efficiency and determinants of the net margin of marketers of watermelon in Niger
Delta area of Nigeria. The study focused on Southern Ijaw, a major Niger Delta region of the country. Data for the
study were collected from forty randomly selected watermelon marketers in the survey area with the aid of questionnaire
as the data collection instrument. Data were analyzed using tables, percentages, mean, frequency distribution,
gross margin and net return analysis as well as the percentage efficiency index and the ordinary least squares
multiple regressions technique. The result shows that about 70% of the respondents are within their active age
of life (21-40 years) and that an average respondent have had two and half years marketing experience while the
mean number of years an average respondent spent in school was just 7 years. The study shows that watermelon
marketing system in the area is inefficient while a net margin of about 42% prevails in the area. The statistically
significant variables that influence the net marketing margin of the respondents were found to be marketing experience,
depreciation cost of marketing equipment, cost of produce and marketing cost. The marketing enterprise is profitable
in the area. The major problems encountered by the respondents include seasonality and limited supply, paucity of
capital and spoilage of fruits. Improved marketing system and establishment of a microfinance bank in the area are
necessary
Key words:
Watermelon, marketing, efficiency, margin, determinants