Belewu, K.Y.Akinsola, G.O.Osasona, K.K.Baba, H.S.Adisa, Q.B.2021-11-242021-11-242020https://uilspace.unilorin.edu.ng/handle/20.500.12484/6942This thesis studied the market analysis of apple fruit in selected markets of Lagos state, Nigeria. This project work stemmed from the need to assess the marketing structure, conduct and performance of the fruit in selected markets of Lagos state by using structured questionnaire which was administered to 102 apple fruit marketers in the study area. Data was analysed using descriptive statistics such as frequencies, mean and percentages, gini coefficient, concentration ratio, market margin and efficiency analysis, gross margin analysis, benefit cost ratio, ordinary regression analysis, and likert-type scale. To measure the market concentration: Gini coefficient and concentration ratio (CR4) were used to determine the market structure. The gini coefficient of 85.6% indicated that that there is inequality or high level of seller concentration at this level, a concentration of 47.7% which indicates a weak oligopolistic nature of the market. The performance of the market was efficient and profitable. A marketing margin of ₦4,902,877.0k/month and a marketing efficiency of 114% were obtained by the marketers. The transaction costs affecting the efficiency of the traders were the costs of storage, loading, transportation, and market levy. The three major problems of the traders were price fluctuation, high transportation cost, and lack of credit. Hence, the study suggests that there should be a provision of credit facilities and loans, intervention of government agencies and market association in stabilization of price, and reduction of tariffs and embargo.enAppleMarketerConcentration ratioMarket margin