ASSESSMENT OF MARKETING CHALLENGES AND OPPORTUNITIES OF BRANDED AGRICULTURAL PRODUCTS: THE CASE OF NORTH SHOA ZONE

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.

Keywords

• Agricultural
• product
• brand