Watermelon is one of the most sought-after fruits in tropical Africa because of its delicious taste and nutritional value. Owing to its increasing high demand among consumers, this study analyzes its marketing performance in terms of market structure, marketing margin, marketing efficiency, and profitability. Multi-stage sampling technique was employed in the selection of 160 respondents used in the study. Primary data were collected using a set of well-structured and pre-tested questionnaire. Data were analysed using descriptive statistics, gini coefficient model, net marketing income, and marketing efficiency index. The result of the study shows high level of income inequalities (sales margin) in the distribution of income amongst watermelon marketers and high concentration of watermelon marketers in the study area which indicated high inefficiency in the market structure. The result on market structure showed that there were no barriers to entry at the retail level but there are some barriers at the wholesale level. Profitability analysis showed that the watermelon enterprise is viable. High perishability, lack of credit facilities, and price fluctuations were major challenges that confronted all the marketers in watermelon enterprise. The study recommends provision of credit facilities and infrastructural improvements to reduce the constraints faced by marketers. Keywords: Agricultural marketing, marketing efficiency, marketing channel, market performance, watermelon. DOI: 10.7176/JMCR/62-07 Publication date: November 30th 201
