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

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.

Public service in Nigeria: Perception of young and middle‐aged adults

“…Ibadan (3080 sq km), with a population of over 3 million, is ranked the largest urban geographical region in Nigeria (Central Intelligence Agency, 2020). The city, which is an important trade and commercial centre, is located in South‐western geographical zone in Nigeria (Oyekola & Olajire, 2020), and it houses the first university in Nigeria known as the University of Ibadan. It also houses local, state, and federal secretariats as well as many federal government parastatals, ministries, commissions and agencies, all providing public services to the general populace.…”

“…The type of careers young and middle‐aged adults in pre‐colonial Nigerian society engaged in was often hereditary (Johnson, 2010). There was no rivalry competition among the youths in seeking paid employment (because available jobs in the informal sector were far more than the number of youths) until the importation of wage employment due to the globalization process (Oyekola, 2018; Oyekola & Olajire, 2020), which became widely recognized through the establishment of public services.…”