ANALYSIS OF SMALL SCALE CUCUMBER MARKETING IN GWAGWALADA AREA COUNCIL OF FEDERAL CAPITAL TERRITORY, NIGERIA

The study analyzed small scale cucumber marketing in Gwagwalada Area Council Federal Capital Territory (FCT), Nigeria. Multistage sampling was used to select the cucumber marketers. Primary data collected through a structured questionnaire was used for the study. Eighty (80) cucumber marketers constitute the sample size. Descriptive and inferential statistics was employed to analyze the data. The result revealed that majority of the small scale cucumber marketers in the study area were male (67.5%), with 61.25% being married. Most marketers (55%) were above forty years old. Personal savings were the primary source of capital (78.75%). Education levels were generally low, with 47.5% attending primary school. The majority of cucumber marketers (60%) considered cucumber marketing as their primary occupation, and 77.5% were not part of any market association. The study identified the market's over-efficiency in both peak and lean seasons, with positive gross margins. However, the peak season had a significantly higher return on investment (ROI) (144.3%) compared to the lean season (40%). Base on the result of this study, the following recommendation were made: Youth should be encouraged to participation in cucumber marketing to inject innovation and energy into the industry, cucumber marketers should form and participate in market-based associations to foster collaboration and information-sharing since most (77.5%) currently do not belong to any association. Training and support program is required to enhance the skills and knowledge of the small scale cucumber marketers.