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

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,...