DIGITAL MARKETPLACE FOR RURAL DEVELOPMENT IN SOUTHERN KADUNA: A MULTI-STAKEHOLDER STATISTICAL AND POLICY ANALYSIS

Abstract

Periodic markets in rural Nigeria are often constrained by poor market access, weak logistics systems, limited 
price transparency, and excessive intermediary influence, all of which reduce farmer profitability and hinder 
rural development. In Southern Kaduna, where periodic markets dominate the agricultural economy, the 
absence of coordinated digital market systems has further intensified these challenges. This study examined the 
feasibility of a digital marketplace for improving rural agricultural market efficiency in Southern Kaduna 
using a multi-stakeholder statistical and policy analysis approach. Primary data were collected through 
structured questionnaires administered to 107 respondents comprising farmers, buyers, suppliers, distribution 
partners, community leaders, and regulators selected through a multistage sampling procedure. Descriptive 
statistics, chi-square analysis, and multiple regression techniques were employed to analyze the data. The 
findings revealed that 96.3% of respondents experience market access difficulties, while logistics inefficiency 
emerged as the most critical determinant of market performance (β = 0.47). The chi-square results further 
showed statistically significant constraints in market access (χ² = 91.56, p < 0.05), logistics efficiency (χ² = 
69.50, p < 0.05), and intermediary influence (χ² = 34.82, p < 0.05). The study also found a high level of mobile 
device usage among stakeholders, indicating readiness for digital marketplace adoption despite limited 
smartphone penetration. Anchored on digital platform theory, the study concludes that low-bandwidth digital 
marketplace systems can improve coordination, reduce transaction costs, enhance price transparency, and 
strengthen rural market integration. The study recommends the development of inclusive digital platforms 
alongside investments in rural infrastructure and digital literacy programs.