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
Highlights
Mango is a highly seasonal tropical fruit, very popular among millions of people in the tropics
Sales price of mango determined by mango fruit cooperative
The model summary table shows that: Multiple correlation coefficient (R) = .656, = .430, Adjusted = .409, and it means that the dependent variable 41% of the variance determined from promotional tools, product pricing, distribution channels, and other listed extraneous variables which listed in the below table
Summary
Mango is a highly seasonal tropical fruit, very popular among millions of people in the tropics. It occupies a prominent place among the best fruits of the world. It is in constant demand, there is a pre-harvest scarcity and at times a post-harvest glut for this fruit. Mangoes are tropical/sub-tropical fruit with a highly significant economic importance. Marketing plays an important role in stimulating production and in accelerating the pace of economic development (Nega, Teshale, and Amanuel, 2011).this study was conducted to assess the effect of marketing system on mango fruit sales volume in selected kebeles of GutoGidaworeda
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
