Analysis of the trading of African horned cucumbers: a case study of Mbare musika agricultural produce market

Author

Chirambadare, A.

Title

Analysis of the trading of African horned cucumbers: a case study of Mbare musika agricultural produce market

Abstract

The research provides information and findings from a research study conducted at Mbare Musika agricultural produce market that aimed to analyze the trade of African horned cucumbers. The objective of the research was to determine challenges faced by suppliers, to determine price trends of African horned cucumbers at Mbare Musika in 2023 and to determine consumer perceptions towards African horned cucumbers. The study used a mixed method research approach where secondary data from eMkambo knowledge transfer and primary data collected using an interview guide were used to establish trends and patterns. The study revealed that 81.3% of the suppliers interviewed found price volatility to be the highest frequenting challenge and only 26.3% considered competitive landscape as the least frequenting challenge. December saw the realization of the highest price of African horned cucumbers traded at Mbare Musika with a heap going for $2.50 and $57 per 60 kg bag whilst April saw the least prices of $21 per 60kg bag and $0.40 per heap. The KAP analysis revealed that the highest variable of knowledge with a mean score of 4.09 was that the consumers had knowledge of African horned cucumbers before the survey whilst the least variable of knowledge was that consumers had no knowledge of their nutritional benefits with a mean score of 3.21 thereby suggesting that most participants did not have knowledge of the fruits nutritional benefits. The analysis of consumer attitudes showed that the highest mean score of 3.7 of the participants were not willing to try African horned cucumbers. The lowest mean score of 3.2 perceived that African horned cucumbers were unhealthy and that participants did not believe they could offer unique culinary possibilities. Lastly, a mean score of 2.4 showed that the least practice was willing to pay higher prices for African horned cucumbers and a mean score 3.82 suggested that the highest practice was having consumed African horned cucumbers before commencement of this study. The Spearman correlation analysis results showed that there is a strong positive monotonic relationship between knowledge and attitude, a correlation coefficient of 0.738 and p-value 0.155 indicated that attitude towards the fruit improves when consumers have better understanding of its nutritional value. There is also a strong positive monotonic relationship between knowledge and practice, a correlation coefficient of 0.90 and p-value 0.37 suggesting that more African horned cucumbers are consumed if consumers have greater knowledge of their nutritional and health benefits. Lastly, there is a strongest positive monotonic relationship between attitude and practice, a correlation coefficient of 0.949 and a p-value of 0.14 indicate that positive attitudes towards African horned cucumbers highly influence positive consumer practices.

Date

OCTOBER 2025

Publisher

BUSE

Keywords

Marketing

African horned cucumbers

price

Moving average

Supervisor

Dr. R Chivheya