Effect of Marketing System on Sales Volume of Mango Fruit: (A Case of Selected Kebeles Guto Gida Woreda

Abstract

The major objectives of this study were assessing the effect of marketing system on sales volume of mango fruit. Data was collected from 369 (155 households were from a member of mango fruit cooperatives and 214 were not) mango producing households through questionnaire, and focus group discussion with selected 4 cooperative leaders from different kebeles, manager of mango fruit union, 4 mango producers who aren’t a member of mango fruit cooperatives and 2 representatives of Guto Gida Woreda Agricultural office. Thematic content analysis was used to analyze data collected through focus group discussion. In addition to this, OLS (Multiple linear regression models) were used to analyze factors that affect sales of mango fruit. Finally, it was found that all specified dependent variables (price, distribution, and promotion) determine sales volume of mango fruit and mango fruit producers who aren’t a member of cooperatives were facing much more problems than farmers under cooperative in marketing there produce.

Keywords: marketing system, price, distribution, promotion, cooperatives

DOI: 10.7176/JMCR/56-01

Publication date:May 31^st 2019