ABSTRACT

The potential to increase the production of tomato is dependent on its marketability. Factor that determine the marketability of a product include eating habits, knowledge, resources and tomato consumers preference of tomato. This study examined the factors that determine the price of tomato in the market. Primary data were used in the study. The analytical technique employed includes the descriptive statistics, the regression, marketing margin and marketing efficiency. The primary data were collected with the use of well structure questionnaires from 120 respondents. The study revealed that 82.8% of the respondents are female from the sample survey, 95.7% are married and age ranges from 21-40 years and 41-60 years. Most of the respondents have no formal education and primary education with a corresponding percentage 30.2% and 36.2% respectively. The household size ranges from between 1-10 with a percentage of 89.7. The study revealed also that there are variation in the price of tomato over time which was determined by the quantity purchased and amount purchased. The prices are at their highest peak in August and lowest in March. The study revealed that lack of good transportation; good storage facilities and high taxation from government affect the prices of tomato. The shelf life of four days and above e.t.c. when purchasing tomato, consumers prefer UTC variety because of long shell life and quality taste. The regression analysis also revealed that quantity purchased and amount purchased both measured in kilogram and naira respectively determined the variability of tomato price in the market.