Just as Lagos is the commercial hub of Nigeria, the ancient city of Ibadan is the commercial hub of south-west Nigeria. It has a population of around 3.4 million people with a population growth rate of about 2.5% (NPC Census, 2006).

Being the former capital of the old Western regional government, it has remained a city of familiarity and leisure to most workers and entrepreneurs in Lagos.

Ibadan is the third largest metropolitan city in Nigeria, and also housed the first university in Nigeria, as a result of this its residents are a mixture of middle and lower income classes of household in the city.

The presence of many federal government institutions – most concentrated, and multinationals such as American-Nigerian Tobacco company, Saro Agro-Allied limited e.t.c tend to contribute to the market size of the city.

Ibadan is also the interchange city for travellers to all part of the country, thus making a first –stop for most Agricultural produce coming into the region.

Ibadan is an industrial hub and consumer based city. It being the first stop for major agricultural products indicates close of raw materials to these industrials while the demographic size of the city also indicates a high consumer base.