Abstract
The objective of study was to assess the practices and challenges of rural-urban marketing linkages in Ambo Town. The study may be used to show the gaps between urban and rural on the marketing of agricultural products. The study was used descriptive research design. The populations of the study were some selected retailers and farmers those participate on the marketing of agricultural products. For sample size determination Yemane Taro formula was used and accordingly 187 sample size was employed. To identify this sample random sampling was used to select the research subjects from the population. As the source of information primary data was employed using structured questionnaire. For data analysis descriptive statistics was employed. Based on the data collected the findings of the study show that the production linkages were very weak which was reflected mainly in case of poor connection in the between urban and rural. However, a strong consumption linkage was observed as farmers tend to purchase goods and services from the Town. The insufficient crop production had made the existing marketing linkage to be expressed only in the form of exchange of products. Financial linkage was further strengthened even through all are not connected with rural farmers. Finally, the research recommended that urban and rural oriented linkage must be practiced which need further strengthen for the existing financial linkages and production linkage as it provides opportunity for existing traders in the Town. Key terms : Urban- Rural Linkage, Marketing, opportunities, challenges DOI: 10.7176/CER/12-8-02 Publication date: August 31 st 2020
Highlights
Background of the studyThe relative emphasis placed on rural-urban area in the development policies of developing countries has shown considerable variation over time from industrial development in urban area to integrated rural development. (Chowdhury et al, 2005)
According to Tegegne (2001) most pro-poor & anti poverty initiatives remain steadfast to discrete urban or rural domains. Later this view was changed more attention paid to the role of urban centers in the rural economy (Mesfin, 1995; Tacoli, 2008)
It was mentioned that the neglect of the urban aspects of rural economy had undermined the development of potential rural area (Mohammed, 2007)
Summary
Background of the studyThe relative emphasis placed on rural-urban area in the development policies of developing countries has shown considerable variation over time from industrial development in urban area to integrated rural development. (Chowdhury et al, 2005). There is a growing recognition of the importance of focusing on the mutual interdependencies, rather than the “separateness” of rural & urban area because the livelihoods of rural & urban households rely both on “rural-based” & “urban-based” resources as well as the exchanges between the two area (Chowdhury et al, 2005) This mutual development is manifested through URLs (IFS, 2005; Mohammed, 2007; Munankami, 2005; Okpala, 2003; Tegegne, 2001). The positive impact of URLs on rural & urban livelihoods is summarized in the ‘virtuous circle’, where rural & urban development is mutually dependent & integrated (Tacoli, 1998) These activities would in turn have a capability to attract surplus labor & increase demand for rural & agriculture produces (Tegegne, 2005).
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