Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 16 ISSUE 1
Written by Joseph Omotoso AJAYI, Amaka Precious NNAJI, Jimoh Atanda AFOLABI, Esan Agbabiaka ADERINOLA, Taiwo Timothy AMOS

This paper studied the application of mobile phones in the marketing of banana in Ondo State, Nigeria. Banana is a major tropical fruit, consumed widely for its taste, texture, energy, digestibility and cost-effectiveness across major towns and rural communities in Ondo State, Nigeria. Given the high perishability of the crop, mostly when ripe, banana marketers who are mostly women employ mobile phones in banana marketing. The data collected from one hundred and eighty (180) banana marketers across three (3) Local Government Areas (LGAs) were analysed using descriptive statistics, marketing margin and multiple regression model. The study revealed high use of mobile phones among banana marketers with majority using more than one GSM service providers. Retailer and wholesaler marketing margins were high with retailer margin (64%) greater than wholesaler margin (36%). The regression results indicated that only education and amount of banana sales positively influenced the marketers’ use of mobile phones.

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