Analysis of Profitability of Fruits Trade in Yanlemo Market, Kano Metropolis, Nigeria

This study made an analysis of profitability of marketing some selected fruits in Yanlemo market of Kano Metropolis. Interview schedules were used to collect data on total revenue and marketing costs in the market, monthly from January to December 2011. Random samples of 33% of suppliers, wholesalers and retailers patronizing the markets were taken. Gross margin model was used to assess the fruits trade. The findings revealed that the supply aspect of fruits marketing was a profitable venture with high average profit (N296, 729.00), Gross Profit Margin (37.74%), Return on Investment (75.30%) and Benefit Cost Ratio (with 1: 2.00). However, the wholesale and retail aspects were found to have relatively low profit and profitability. In relative sense, based on monthly fluctuation, the profit and profitability in the market were found to be higher in February and lower in August, April and January for supply, wholesale and retail respectively. It was concluded that marketing costs were the chief constraints to fruits trade in the market. Lastly, it is recommended that supply aspect of fruits trade in Yanlemo market should maintain and improve its position by controlling cost of goods sold and increasing sales. Also, there should be development and improvement of internal road net-work, provision of better storage and preservation facilities, and encouragement of more research efforts on profitability of other products.