“Baranda”: Structure and Praxis of “Onibaranda” (micro-middlemen) in Yorubaland
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Date
2020
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Qualitative Market Research: Emerald Insight
Abstract
Purpose – This study aims to investigate the historical antecedent of baranda practice, marketing
strategies of Onibaranda, as well as the benefits and challenges associated with baranda practice.
Design/methodology/approach – 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 – The findings showed that the origin of the age-long practice of baranda was unknown. It was
also discovered that Onibaranda used 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.
Practical implications – Knowledge of this study is germane to informal market stakeholders both in
Yorubaland and across the globe.
Social implications – 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.
Originality/value – This empirical study represents the first attempt to examine the structure and praxis
of Onibaranda in Ibadan.
Description
Keywords
Baranda, Onibaranda, Micro-middlemen, Informal markets, Marketing strategies, Market research, Ibadan, Yorubaland