2025 Volume 48 Pages 7-19
The promotion of raw foods over processed goods found in shopping malls is facilitated by agricultural product marketing strategies, which are maintaining household food security and good nutrition. This study, therefore, analysed the marketing of agricultural products through a gender lens in Kwara State, Nigeria. The specific objectives were to: describe the socio-economic characteristics of respondents; identify the types of agricultural products marketed; assess the market channels used by respondents; examine the factors that influence the choice of marketing agricultural products and determine the benefits derived from marketing agricultural products in Kwara state, Nigeria. The objectives were analysed using descriptive statistics, T-test and multiple regression. The results revealed that male respondents had more access to extension services and farm land for crop cultivation while female respondents had more market experience and realized more income in their agricultural market. Open markets are common market channel for both genders. Major factors that influence the choice of marketing among both genders are products quality, market demand and consumers preference. The results revealed that farm ownership, income, frequency of extension contact were significant to the level of marketing of agricultural products at 5% level. T-Test results indicate a significant difference between male and female respondents with a mean difference of 0.72044. These results imply that marketing agricultural products is a profitable venture and gender-based in the study area. It is therefore recommended that policies and programs that addressing marketing of agricultural products should be more inclusive.
