ACCESSIBILITY FACTOR IN THE PATRONAGE OF MARKETS IN BENIN CITY, NIGERIA

Aim: To examine accessibility as a factor in the patronage of markets in Benin City, Nigeria. Study design: Quantitative research –case study social survey. Place and Duration of Study: In Benin City, Nigeria between March 2017 and November 2021.Methodology: Geographic location, market regularity (daily or weekly), culture and historic relevance, CBD function, traffic confluence criterion, and homogeneity of service attributes were reasons why9 markets were surveyed out of the 20 marketplaces identified in Benin City. For the shifty nature and the infinite population of the traders,407respondents (traders) were purposively sampled and the questionnaire was administered by 36 field assistants between 12.00pm and 2.00pm. Collected data were analysed at descriptive and bivariate levels with SPSS-25, and results were presented in graphs, tables and matrices. Spearman Rho and Kendall’s Tau tests confirmed the relationship between market accessibility and patronage. The Graph theoretical analysis explained the extent to which the markets were connected, accessed, and patronised. Results: Mini-buses with 48.40% and private automobiles 33.2% were the most patronised travel modes, and alternative access to market places (x̅ = 3.38; σ = 13.91) was the most influential factor for market patronage. Correlation coefficient (ɽ=0.955, p<0.05, n=407) existedamong market accessibility and traders population in the market. This reveals that the level of markets’ accessibility reflects their level of patronage. The index of 10 shows that Yanga Market and Eki-Oba were most connected, accessed, and patronised. Conclusion: Market patronage and productivity are based on accessibility and satisfaction of traders with location hence, Yanga Market and Eki-Oba were most connected, accessed, and patronised. The study advises on alternative routes, especially for non-market destination trips. The investigation and in-depth presentation of evidence on topical issues concerning market accessibility and patronage would help academicson similar information to advance research frontiers. The outcome offers vital insights for city planners, policymakers, and managers.