EXTENT OF VEGETABLE FARMERS’ PARTICIPATION IN DIRECT MARKETING OF PRODUCE IN GBONYIN LOCAL GOVERNMENT, EKITI STATE, NIGERIA

ABSTRACT Direct marketing has emerged as a viable strategy for vegetable farmers in Nigeria to bypass intermediaries and capture greater profit margins. This study examined the extent of vegetable farmers’ participation in direct marketing of produce in Gbonyin Local Government, Ekiti State, Nigeria. Specifically, the study assessed the personal characteristics of the respondents, their enterprise characteristics, available marketing channels, benefits and constraints to participation in direct marketing. A multistage sampling procedure was used to select 136 respondents from the study area. Structured questionnaire was administered to gather data and the data collected were analyzed using descriptive statistics such are mean, frequencies, percentages etc., and Inferential statistical tools (Chi-square tests and PPMC). The findings indicate that most respondents were male (61.0%), married (92.6%), and predominantly Christian (85.3%), with a mean age of 39 years. Farmers operated on moderate landholdings, averaging 3.24 acres, and cultivated a combination of leafy greens and fruit vegetables. The most frequently used direct marketing channels were home/farm gate sales (83.1% often) and local markets (75.0% often), while roadside stands and digital orders had moderate adoption. Participation in direct marketing varied significantly among respondents. Based on an index incorporating channel usage, frequency, infrastructure ownership, and customer diversity, respondents were classified into two groups: low participation (50.7%) and high participation (49.3%). The mean participation score was 16.08 (SD = 4.17), with a minimum of 5.00 and a maximum of 24.00. Perceived benefits of direct marketing varied. Higher profit margins/income (mean = 0.99) was the most highly rated advantage, followed by reduced dependence on intermediaries (mean = 0.95) and improved cash flow (mean = 0.88). Building long-term customer relationships (mean = 0.64) received the lowest rating, with 48.53% of respondents viewing it as “not beneficial.” Other benefits, such as increased market access (mean = 0.75) and better market knowledge (mean = 0.73), had moderate importance. A slight majority (51.5%) rated the overall benefits as low, while 48.5% considered them high. Several constraints hinder participation. Time constraints were the most severe barrier (mean = 1.81), with 86.8% of respondents identifying it as a “severe constraint.” Storage issues (mean = 1.60) and transportation difficulties (mean = 1.58) were also major challenges. Price fluctuations (mean = 1.52) and distance to markets (mean = 1.49) further posed difficulties. Access to reliable buyers (mean = 1.15), competition from middlemen (mean = 0.97), and difficulties in customer management (mean = 0.96) were moderate constraints, while limited market information (mean = 0.88) was the least severe. Home/farm gate sales and local markets were the most frequently utilized direct marketing channels. A majority of respondents lacked key infrastructures, particularly storage facilities and transport vehicles. Nearly all respondents supplied retailers, and a significant share served households and restaurants. The overall extent of participation was divided between low (50.7%) and high (49.3%). Hypothesis testing demonstrated that certain socio-economic characteristics significantly influenced direct marketing participation. Specifically, religion (χ² = 11.014, p = .001), education (χ² = 20.776, p = .001), and farm size (r = –0.191, p = .026) were significantly associated with the extent of participation. Conversely, variables including sex, marital status, age, family size, years of operation, production scale, and income did not show significant relationships (p > .05). These findings suggest that while factors such as educational attainment and religious affiliation which may enhance market literacy and foster strong communal networks play a critical role, other demographic factors appear less influential. The study concludes that targeted interventions, such as improved extension services and support for small-scale farmers, are essential to enhancing direct marketing practices among vegetable farmers in the region. Such measures could lead to increased income, improved market efficiency, and greater sustainability in the agricultural sector of Gbonyin Local Government