Customers and Creditors: Variations in Economic Personalism in a Nigerian Marketing System

Studies of internal marketing systems have indicated importance of dyadic personalized relationships formed between traders and people tO whom they sell and from whom they buy (Mintz I959, I96I; Davis I973; Szanton I972; Belshaw I965). Usually referred by term relationship, they have been shown to secure and solidify channels of trade (Mintz I96I:57), especially in market situations where formal contracts are weak (Belshaw I965:80). Among Yoruba of Nigeria, such ties are called onibara; they have been referred as the most basic economic alliance in Yoruba markets (Marshall I 963 :94). Onibara relationships, like pratik in Haiti (Mintz I 96 I ) and suki in Philippines (Davis I973; Szanton I972), are long-lasting dyadic ties formed between individuals operating in market place. At a minimum, they imply existence of regular transactions between individuals. They may also involve extension of credit, concessions in quantity, reduction in price, and multiplex social ties. The establishment of these dyadic ties has been shown be an important mechanism for manipulating competitive situation of market place (Mintz I 9 5 9, I 96 I; Belshaw I 96 5 :7 9-80) . This paper examines onibara relationships formed by middlemen traders in one Yoruba market place. The existence, form, and social content of relationships vary considerably, depending on (a) type of commodity being sold; (b) level of trade; and (c) source of supply. In contexts where such relationships exist, their content ranges from little or no social interaction multiplex ties involving frequent interaction. Further, granting of credit, often considered a major part of regular customer relationships, is shown vary independently of