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ASSESSMENT OF MARKETING CHALLENGES AND OPPORTUNITIES OF BRANDED AGRICULTURAL PRODUCTS: THE CASE OF NORTH SHOA ZONE Print E-mail

Dereje Ajbie, Matiwos Abi, Abdela Kossa, Yohannes Teffera

Abstract

Agricultural commodities play an important role in development. But traditional commodity trading, based on exporting produce in bulk at low prices, limits the profits margin from these products flows to producers in developing countries. Thus, the objective of this study is to assess the marketing opportunities and challenges of branded agricultural products in selected districts of north Shoa Zone. Qualitative and quantitative approaches were used. Measures of central tendency such as mean, standard deviation are employed to interpret the data. The study result proved that, availability of information about market opportunity, inadequacy of benefits obtained from the brand, and packaging practice is highest in Minjar and Arerti, while adequacy of market size is better in Debre-Sina. Problems and challenges associated with market information, warehouse, finance, raw material, expert support, infrastructure, and production and selling space were highest in Mahal-Meda and Debre-Sina, Thus, creating more market linkage strengthening the cooperatives is crucial to help the farmer exploit the benefit of improved price and marketing.

Key words: Agricultural, product, brand, challenge and opportunity.

Dereje Ajbie (corresponding author), Debre Berhan University, Department of Economics
 

Matiwos Abi, Debre Berhan University, Department of Management

Abdela Kossa, Debre Berhan University, Department of Management

Yohannes Teffera, Debre Berhan University, Department of Logistics and Supply Chain

Cite this article:
Antonio Ajbie, Matiwos Abi, Abdela Kossa, Yohannes Teffera . ASSESSMENT OF MARKETING CHALLENGES AND OPPORTUNITIES OF BRANDED AGRICULTURAL PRODUCTS: THE CASE OF NORTH SHOA ZONE. Innovative Issues and Approaches in Social Sciences, vol.11, no.3:67-97, DOI:http://dx.doi.org/10.12959/issn.1855-0541.IIASS-2018-no3-art4

Digital Object Identifier(DOI): http://dx.doi.org/10.12959/issn.1855-0541.IIASS-2018-no3-art4

View full text in pdf: http://www.iiass.com/pdf/IIASS-2018-no3-art4.pdf

 

 

 

 

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