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ASEAN Marketing Journal

Abstract

The study examined the effect of urban transportation on tomato marketing efficiency using major markets in Ibadan metropolis in south-west Nigeria as case study. The data used were collected from a total of 170 tomato marketers using a structured questionnaire. The locations of the markets included Ibarapa Central, Ibarapa East, Ibarapa North, Ido, Lagelu, and Akinyele. Descriptive statistics, Shepherd’s measure of efficiency and Multinomial regression were used to analyze the data collected. Findings from the study revealed that transportation plays a crucial role in the marketing of tomato in Oyo state, Nigeria and that mini-cabs are the most preferred means of transportation amongst the tomato marketers. Also, it was found that, on average, the sampled tomato marketers were 38% market efficient, implying that the majority of the tomato marketers were operating at a relatively low level of efficiency. The study recommended that government agencies invest in improved urban transportation systems to moderate costs and other constraints that might be experienced in the course of tomato marketing activities.

Bahasa Abstract

Studi ini menguji pengaruh transportasi perkotaan terhadap efisiensi pemasaran tomat dengan menggunakan pasar utama di kota metropolitan Ibadan di barat daya Nigeria sebagai studi kasus. Data yang digunakan dikumpulkan dari total 170 pemasar tomat dengan menggunakan kuesioner terstruktur. Lokasi pasar tersebut antara lain Ibarapa Tengah, Ibarapa Timur, Ibarapa Utara, Ido, Lagelu, dan Akinyele. Statistik deskriptif, ukuran efisiensi Shepherd dan regresi multinomial digunakan untuk menganalisis data yang dikumpulkan. Temuan dari penelitian ini mengungkapkan bahwa transportasi memainkan peran penting dalam pemasaran tomat di negara bagian Oyo, Nigeria dan taksi mini adalah sarana transportasi yang paling disukai di kalangan pemasar tomat. Selain itu, ditemukan bahwa, rata-rata, pemasar tomat yang dijadikan sampel memiliki tingkat efisiensi pasar sebesar 38%, yang berarti sebagian besar pemasar tomat beroperasi pada tingkat efisiensi yang relatif rendah. Studi ini merekomendasikan agar instansi pemerintah berinvestasi pada sistem transportasi perkotaan yang lebih baik untuk mengurangi biaya dan kendala lain yang mungkin dialami dalam kegiatan pemasaran tomat.

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