ABSTARCT

 This study assessed the structure, conduct and performance of tomato market in Abia State, Nigeria. This study was articulated based on the believe that indigenous marketing systems, particularly in developing countries like Nigeria are generally exploitative, collusive and economically inefficient. However, the extent to which this assertion is true is yet to be determined. The study had its specific objectives as:- Describe the socio-economic characteristics of the markets. Determine the structure, conduct and performance of tomato market in the study area. Determine factors influencing marketing efficiency of the enterprise in the study area and Make recommendations based on the findings. Multi-stage sampling technique was adopted. First, 8 local government areas were selected; secondly, 2 major markets were selected from each of these local government areas. This was followed by the selection of 10 traders, comprising of 5 wholesalers and 5 retailers. This amounted to 160 respondents. The data were obtained through primary sources, using a set of questionnaire administered on the selected respondents. Descriptive statistics, gross margin, marketing efficiency and regression models were employed in the analysis of the data. The results showed that majority of the traders were females, who are between the ages of 50-59 years, about 81.67 percent were married; majority of the respondents had a household size of between 4 and 6 persons; while 65 percent of them had the first school leaving certificate, having spent at least three years in business. Entry the market was free. Demand and negotiations were methods used in price setting. The enterprise was adjudged profitable and therefore is performing well. Following the regression results, sex, age, educational attainment, years of experience, marketing cost and membership of co-operative societies were significant factors influencing marketing efficiency. The study recommends improvement in infrastructure and joining and strengthening of co-operative societies among traders to enable them source funds easily