The study focused on market orientation of root and tuber crop production in Imo State, Nigeria.
Specifically, it examined socioeconomic characteristics of root and tuber crop farmers; determined the
level of market orientation of root and tuber crop production; ascertained the market orientation
strategies of root and tuber crop farmers; and determined the factors affecting market orientation in
root and tuber crop production in Imo State, Nigeria. A combination of random sampling, cluster
sampling and purposive sampling were adopted for the selection of respondents (root and tuber crop
farmers) of this study and the main tool for data collection was the questionnaire. Data collected were
analysed using descriptive statistics and regression analysis. The farmers whose average age was 47
years were mainly female (63.00%), married (57.00%), experienced and educated. Average farm size of
the farmers was 2.15 Ha. Majority (36.67%) of the farmers specialized only on cassava production. The
mean annual output of tuber and root crops was 5,308 Kg. Majority (45.00%) of the farmers offered 31-
40 % of their total production to market. Village market has the highest percentage (76.67%) where the
root and tuber crop farmers sell their produce. Majority (56.70%) of root and tuber crop farmers
marketed their products both in raw and processed forms. Majority (51.77%) of the root and tuber crop
farmers reported that they produce in large quantities, implying that there could be surplus for the
market; hence market orientation is enhanced. About 41.70% use better storage method. Econometric
results show that market orientation of root and tuber crop production is affected by household
socioeconomic factors and institutional support services. Important factors determining market
oriented production of the farmers include their age, education, household size, extension contact,
income and farm size and these factors were all positively related to market orientation of root and
tuber crop production. Low production capital is the major constraint of the root and tuber crop farmers
in Imo State as 57.00% of the farmers confirmed this. It is however recommended that capital needs to
be made available via credit facilities which root and tuber crop producers can have access to without
the burden of collateral. The supply of village market infrastructure through private sector investment
and or partnerships with local indigenes will go a long way in enhancing root and tuber crop market
oriented production. Good and motorable roads will connect the villages, which appear to be locked up
to urban, or city centres.