“Baranda”: structure and praxis of “Onibaranda” (micro-middlemen) in Yorubaland

Oyekola, Isaac A. and Olajire, Oluyinka Olutola (2020) “Baranda”: structure and praxis of “Onibaranda” (micro-middlemen) in Yorubaland. Qualitative Market Research, In Pre. ISSN 1352-2752 (In Press)

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This study investigates the historical antecedent of baranda practice, marketing strategies of Onibaranda, as well as the benefits and challenges associated with baranda practice. Using exploratory research design, primary data were collected from 27 interviewees in two purposively selected markets in Ibadan. Responses were audio-taped, transcribed, proofread, categorized into themes and finally content analyzed to decrypt the underlying thought patterns and processes. Findings showed that the origin of the age-long practice of baranda was unknown. It was also discovered that Onibaranda employed various, dynamic and situational marketing strategies to carve a niche for themselves, in response to the demand of the markets in which they operate. Lastly, the results showed that while some stakeholders see Onibaranda as useful and necessary marketing agents that uniquely connect sellers and buyers, others outline the ignoble role that Onibaranda play in their bid to create valuable exchanges between sellers and buyers. Knowledge of this study is germane to informal market stakeholders both in Yorubaland and across the globe. This empirical study represents the first attempt to examine the structure and praxis of Onibaranda in Ibadan. This study concluded that unless baranda practice is properly regulated, various ills associated with it might discredit the numerous benefits inherent in the practice. Concerted effort by all market stakeholders is therefore highly imperative so as to provide rules and regulations that will guide and check the excess practices of Onibaranda in the study locations, as this will enhance customer satisfaction, sellers’ profits and smooth continued operation of Onibaranda.

Item Type: Article
Uncontrolled Keywords: Baranda, Onibaranda, micro-middlemen, informal markets, marketing strategies, market research, Ibadan, Yorubaland
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Mr. Isaac Oyekola
Date Deposited: 11 Mar 2021 10:47
Last Modified: 11 Mar 2021 10:47
URI: https://eprints.lmu.edu.ng/id/eprint/2859

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