Information Use for Marketing Efficiency of Underutilized Indigenous Vegetable

ABSTRACTThe role of marketing information on the marketing efficiency of underutilized indigenous vegetables requires clarification so that an appropriate marketing extension services model can be developed. Responses from 206 marketers indicated that types of marketing information used included information on price, quantity to buy, and quantity and where to sell. The marketing is efficient as determined by the conventional, Shepherd’s, and Acharya’s methods while information on where to sell beneficially affected efficiency. Empirical data were developed that can be used to develop appropriate marketing extension services for farmers and marketers.