The present study was conducted from May, 2013 to July, 2013 for determining the marketing margin
and examines the determinants of net return of watermelon marketing in Yenagoa metropolis of Bayelsa
State in Niger Delta Area of Nigeria. A two stage sampling technique was adopted in drawing the
sample. Data were analyzed by means of descriptive statistics, marketing margin analysis, and multiple
regression models. The results showed that watermelon marketing was female dominated (73.3%) with
mean marketing experience of 5 years which can conclude that watermelon marketing in the Niger Delta
Area is gaining ground. In age group, majority (70.0%) were within the age of 21-40 years, while
majority (38.3%) had household size of 5 – 10, and (61.7%) had secondary education. Marketing of
watermelon in the area was profitable with monthly marketing margin and net return of N16, 466.35 and
N14, 767.51 respectively. Marketing efficiency and benefit-cost ratio was 0.588 and 1.53 respectively,
meaning that marketing of watermelon was inefficient (0.588 < 1).The study further showed that price
of watermelon had positive and significant relationship with net return (t = 8.682; p<0.05), suggesting
that the higher the price of watermelon, the higher the net returns. Major constraints of watermelon
marketing were spoilage of fruits, .transport risk, small size watermelon, irregular supply, and
inadequate capital. Thus improved storage facilities, electricity, good road network linking distributing
centers, pooling of accumulated capital is imminent to sustain availability of watermelon and enhance
price stability in the area.