Economic Analysis of the Marketing of Vegetables at the Komenda Edina Eguafo Abrem District Markets

Abstract

This study conducted an economic analysis of vegetable marketing in the Komenda Edina Eguafo Abrem (KEEA) Municipal District of Ghana's Central region. Employing a descriptive cross-sectional survey design, the research aimed to identify factors influencing consumer preferences, analyze retailer sourcing decisions, and examine challenges in vegetable marketing. A multi-stage sampling technique was used to select 443 participants, including vegetable retailers and consumers. Data was collected through structured questionnaires and analyzed using Simple statistical analysis, Multiple regression model, and Kendall's Coefficient of Concordance. Findings from the study indicated that consumer preferences for vegetables are influenced by retailer and vegetable characteristics, external and health considerations, socio-economic factors, and freshness, size, and market demand. Retailers prioritize freshness, size, and market demand, while food safety and sustainability are less important. Key challenges identified include ease of perishability, high transportation cost and poor storage. The study suggests enhancing vegetable marketing in a developing economy by implementing targeted campaigns, food safety training, improved infrastructure, age-specific nutritional interventions, and establishing a quality certification system for vegetable retailers. This will improve market efficiency, support local agricultural development, and benefit producers and consumers.