Structure and praxis of micro-middlemen (called Onibaranda) in Yorubaland

What is it about?

While some people might not want to associate with micro-middlemen, popularly called Onibaranda in Yorubaland, probably due to derogatory connotations that baranda practice carries, the relevance of Onibaranda in terms of services they render cannot be underrated in the informal markets in Yorubaland and other developing regions of the world. We show for the first time the benefits and challenges of baranda practice and argue for the formalization of such practice in order to protect consumers and serve as alternative employment for some unemployed youths. In addition, how to recognize them in market places; their marketing strategies and operations; as well as knowledge of some challenges they face and the benefits they derive from baranda practice are contained in this article.

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Why is it important?

The study describes a unique kind of marketing practice (called Baranda) that is obtained among micro-middlemen, the origin of the practice and the challenges faced by those who practiced it. The study thereafter argue for the formalization of the informal marketing practice in order to ensure consumer protection, serve as alternative means of employment especially for unemployment youths, and promote sellers' profits.

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