Abstract
The forces influencing pricing and selling decisions in African markets were analyzcd. The Kendall Coefficient of Concordance was used to determine the unanimity in ranking in pricing and selling objectives among vegetable vendors in markets in the Casamance region of Senegal. Price spreads and net revenues were examined to determine the level of competitiveness in the market. The study concluded that not all vendors were in agreement with rankings in pricing and selling objectives and that the ordering of selling and pricing objectives varied according to marketing agents. The level of returns received by vendors was an indication that there was an absence of market exploitation and the frec entrance and exit of marketing agents resulted in volatility in market structure.
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