Social capital and mango marketing in Odo-oba and Fiditi markets of Oyo state, Nigeria

Abstract

This study evaluated the role of social capital in marketing of mango fruits in order to improve the marketing services and efficiency of the marketers in Oyo State, Nigeria. Primary data for the study were collected using structured questionnaire. Descriptive statistics and least square regression were used to analyze associated data. Result of the analyses showed farmers\' cooperative as a prominent form of social capital in mango marketing in the study area. Farmers cooperative and other forms of social capital identified (e.g. marketing cooperative) improved the marketing efficiency of the marketers through organized marketers and establishment of privately owned storage facilities. The ordinary least square regression model revealed that three major types of social capital, namely, marketing cooperative; religious organization and social organization affect the selling prince of mango in the study area. In addition, the cost of purchase, storage cost, labour cost, level of education and marketing experience also constitute additional factors that influence the selling price of mango in the study area.

Keywords: Social Capital, mango marketing and Ordinary Least Square Regression Analysis.

Bowen Journal of Agriculture Vol. 5 (1&2) 2008: pp. 14-19