Marketing Relations Research Articles

Is Internal Marketing a declining field? If so, why? A literature exploration from a hermeneutic perspective

PurposeThis paper reflects on antecedents that may cause academic fields to decline or stagnate. It uses a hermeneutic review to consolidate and critique the Internal Marketing (IM) field. Seminal studies of IM and its related construct Internal Marketing orientation (IMO) are identified. IMO is then juxtaposed with contemporary studies from a communications journal identified as core as part of the hermeneutic process.Design/methodology/approachThis study critiques the IMO literature in a hermeneutic review. It draws on the auto-ethnographic tradition to compare IMO with contemporary, related communications articles.FindingsTwo antecedents are addressed. There is interest in IM but less so in IMO. Aspects from the IMO literature align with two broad areas, namely customer-centric and company-centric communications. Some IMO aspects have been developed further therein.Research limitations/implicationsThis paper recognizes further research opportunities for IMO and communications scholars with a greater focus on boundary spanning employees in national, sectoral and organizational settings. Being conceptual means it lacks empirical testing; being hermeneutic means it contributes to methodological plurality.Practical implicationsDespite having potentially profound organizational effects, IMO lacks awareness and adoption. Recommendations are made throughout to facilitate the adoption of improved communications apropos improving IMO.Social implicationsThe paper identifies employee/employer benefits of adopting good internal communications (IC). IM(O) provides a rationale for sound IC practices.Originality/valueThis paper partially addresses the paucity of research into IMO including BSEs. It improves conceptualization by consolidating the key IMO research on the development and measurement of the construct, highlighting the strengths and weaknesses within the literature.

Effect of Gender on Customer Loyalty

Theoretical Framework: Research results this part big in accordance with hope theoretical writer. However, research more carry on needed for expand findings this kindly special, though importance loyalty business, instrument measurement construct Not yet develop in literature marketing. Method: Research data collected through survey bank customers in Indonesia. technique Smart PLS analysis was used for estimate effect deep gender moderation connection loyalty customer. Results and Conclusion: The results of the study found that the influence of the basics of relational marketing (trust, commitment and communication) has an effect on customer loyalty. The results of this study also show that gender as moderation is able to moderate trust in customer loyalty. However, commitment and communication towards customer loyalty cannot be moderated by gender. This Study has shown that measuring the “foundations” of relationships marketing can predict loyalty customers, at least in the sector Indonesian banking. Research Implications: This study uncovers and measures customer loyalty using relational marketing theory and the role of gender as moderation. Originality/Value: This research adds value by presenting new evidence from the Indonesian state that aims to maintain loyal customers must pay close attention to issues of trust, commitment and communication with gender playing a moderating role. In particular, despite the low level of business loyalty, construction measurement instruments are underdeveloped in the marketing literature.

Pengaruh Pemasaran Relasional dan Kepuasan Nasabah terhadap Loyalitas Nasabah: Studi Kasus AJB Bumiputera 1912 Kantor Wilayah Medan


 This study aims to determine whether or not there is influence of relational marketing and customer satisfaction on customer loyalty at the company AJB BUMIPUTERA 1912 Medan regional office. The methodology used in this study is a quantitative method with an associative approach. The variables in this study are relational marketing and customer satisfaction as independent variables and customer loyalty as the dependent variable. Samples were taken from AJB BUMIPUTERA 1912 customers in the Medan regional office, totaling 95 people. The type of data used is primary data. The data analysis method used is Instrument Test, Classical Assumption Test, Multiple Linear Regression Test, and Hypothesis Test. Based on the results of the adjusted R value obtained from the SPSS processing is 0.825 which means that relational marketing and customer satisfaction can explain the customer loyalty variable of 82.5% and the remaining 17.5% is explained by other variables not examined in this study. Based on the results of the F test analysis, it is known that the value of fcount (222.202) > ftable (3.10) and sig (0.000) < α (0.05). This means proving that relational marketing and customer satisfaction simultaneously have a positive and significant effect on customer loyalty.
 Keywords: customer satisfaction, customer loyalty, relational marketing

Political ties in emerging markets: a systematic review and research agenda

PurposeThis paper identifies the development of and gaps in knowledge in various management disciplines, including international marketing in relation to political ties in emerging markets, based on a systematic review of the related literature. The paper develops a synthesized integrative framework and provides a research agenda and pathways for future research.Design/methodology/approachThe study adopts the systematic literature review protocol to investigate the ways in which political ties have been examined in the management literature in various disciplines, such as international business, marketing, entrepreneurship, strategy, innovation, and organization. In total, 114 articles published in peer-reviewed journals from 2000 to 2022 were analyzed.FindingsThe authors believe that studying the impact of political ties on firm outcomes is timely and important as interest in this area of research is growing rapidly. The review reveals that the diverse conceptual and methodological approaches adopted in different management disciplines have resulted in inconclusive and mixed findings on the relationship between political ties and performance.Originality/valueThis is one of the few systematic literature reviews of political ties and firm performance in emerging markets. The authors clarify some of the ambiguities around the subject and offer a path forward for developing current understanding and insights. The study also highlights the major perspectives in management and clarify the similarities and differences in the conceptualization of political ties. In addition, the authors develop an integrative framework of the political ties–performance link in emerging markets.

Indonesian Online Transportation (Go-Jek) Customers Satisfaction and Loyalty: How the Role of Digital Marketing, Word of Mouth, Perceived Value and Perceived Quality?

Objective: The purpose of this study is to investigate the relationship of Digital Marketing, Word of Mouth, Perceived Value and Perceived Quality on Indonesian Online Transportation (Go-Jek) Customers Satisfaction and Loyalty. Theoretical framework: According to Konuk,(2019) Digital marketing is a marketing of products through digital media that is connected by the internet. According to Lin et al. (2015) Word of mouth is a marketing activity in which two or more individuals exchange information through direct communication, media, or electronic devices based on experience of using a product or service. According to Kuo et al. (2013) Perceived value is a consumer's perception of the understanding of the benefits of a product. According to Juwaini et al. (2022) Customer satisfaction is where someone compares the results of what is felt by a product or service with the person's expectations for the product. According to Daud et al. (2022) Customer loyalty is a commitment that is firmly held by customers to buy or use the product or service again or ensure that a product or service will be chosen consistently in the future Method: The method for collecting data in this study is the Questionnaire Method, which is an activity to collect data from respondents in which the form of the questionnaire in this study is structured or a closed questionnaire with answers to statements that have been prepared in the form of choices. Respondents do not need to provide additional answers, respondents only need to answer a statement with 5 available answers, which will make it easier for researchers to manage and analyze data. The scale used in the preparation of this questionnaire is the Likert scale, in which the scale has 5 levels of answers and is structured into a statement followed by 5 response responses. The sample was selected using a technique that is purposive sampling, in which the technique determines the sample with special considerations or certain criteria so that the respondent is eligible to be sampled. The criteria are: Consumers who have used Gojek services at least 2 times. Because respondents already know Gojek's services and from various kinds of consumers who become respondents, they must be 16-60 years old, because respondents are considered adults so they will be able to answer questions asked by the author. In this study, the number of respondents used is 675. The data obtained from the questionnaire will then be analyzed using a method called multiple linear regression where data processing is assisted by SmartPLS for Windows program to facilitate research data processing Results and Conclusions: Digital marketing on customer satisfaction and loyalty have p value 16.443 <0.50 was obtained and t value 15.194 > 1.96, so it was concluded that digital marketing has a significant and positive effect on customer satisfaction and loyalty.Digital marketing on Perceived Value and Perceived Quality have p value <0.50 was obtained and t value 21.732 > 1.96, Perceived quality on the decision to use Gojek services have p value 18.285 <0.50 was obtained and a t value > 1.96. Based on the results of the smartPLS analysis concluded that digital marketing has a significant and positive effect on customer satisfaction and loyalty,digital marketing has a significant and positive effect on Word of Mouth, digital marketing has a significant and positive effect on Perceived Value and Perceived Quality, perceived quality has a significant positive role in the decision to use Gojek services. Implications of the research: For Gojek, it is expected that the company will pay more attention to and predict word of mouth that is spread in the community because word of mouth is a means of promotion that does not cost money so that positive things that are spread in the community about Gojek services will stimulate potential consumers to make purchases or use the services of Gojek. In the process of increasing brand awareness, the Go-Jek company uses several strategies, the strategy carried out by Go-Jek has been successful by getting positive results from the community. Where by creating a positive image will lead to trust, from that trust they will try to get to know more then they will feel comfortable and loyal to the company Originality/value: The novelty of this research is the creation of a variable relationship model of satisfaction, loyalty, digital marketing, word of mouth, perceived value and perceived quality in online transportation companies (Gojek).

Unveiling the Power of Influencer Marketing: A Systematic review of Influencer Marketing Antecedents, Outcomes, Theoretical Framework and the Future Research Directions

Examining and understanding the effectiveness, ramifications, and various dimensions of employing influencers as a marketing strategy is the goal of influencer marketing research. It entails examining the part played by influencers in influencing consumer behaviour, brand perception, purchasing decisions, and business advantages. It is well understood that the condition of prior information should be a predictor of the suitable study methodology. Our aim was to get in-depth knowledge about influencer marketing tactics. We undertake an organized search in the Scopus, WOS, and EBSCO database related to influencer marketing, the connected celebrities, E-communications pathways in online buying, the innovative marketing method, and proposed conceptual models. We used the period of 2017 to 2022, we also ensured the review was comprehensive. We intentionally limited our search to English language articles to maintain consistency. Influencer marketing has provided several crucial insights. First off, it has been discovered that influencer marketing initiatives raise brand exposure and recognition. Consumers exposed to influencer content frequently remember and recognise the brand more, increasing visibility and reach. Influencers are also seen as credible and trustworthy, which increases consumer confidence. Consumers regularly see influencer recommendations as genuine, which has a beneficial effect on their decision to make a buy, according to studies. Consumers' selection and purchase of goods or services are significantly influenced by the recommendations of influencers. What is truly distinct about this comprehensive literature study is that it has critically examined diverse research findings for influencer marketing in relation to its strategies utilization outcomes experiences and untapped potentials areas available for extra examination by researchers. By adopting an intricate mapping process robustly woven into data collation activities revealing timely insights unparalleled from existing analyses into pinpoint techniques leveraged widely by practitioners. This review necessarily unearths viable possibilities needed adding value collaboratively & gainfully going forward.

The Influence of Digital Marketing on Purchase Intention with Brand Awareness as a Mediating Variable

This study examines the relationship of digital marketing to purchase intention, and the relationship of digital marketing to purchase intention mediated by brand awareness. The digital marketing variable has 4 indicators, namely information recombination, accessibility, navigation interaction, and speed. The next variable, namely brand awareness, has 4 variables, which are brand familiarity, knowing or having heard of the brand, brand knowledge, and advertising. The last variable, namely purchase intention, has 3 indicators, namely interest, presence, and information. In this study, researchers used a purposive sampling technique to collect respondent, the population used was Ciputra University Surabaya students from class 2018 and 2019 majoring in International Business Management, in total there are 213 respondents collected as the sample. In this study, it was found that digital marketing on purchase intention is insignificant, meanwhile the mediating relationship between brand awareness and digital marketing and purchase intention is significant. This study can clarify the inconsistency from various previous studies related to the relationship of digital marketing and purchase intention. In this study, significant results were found if the mediating variable which is brand awareness was added to the relationship between digital marketing and purchase intention variables.

STRATEGI MARKETING HUBUNGAN MASYARAKAT DAN MEDIA JURNALISTIK DALAM MEMPERTAHANKAN KEPUASAN CUSTOMER K3 MART CABANG KESAWAN KOTA MEDAN

STRATEGI MARKETING HUBUNGAN MASYARAKAT DAN MEDIA JURNALISTIK DALAM MEMPERTAHANKAN KEPUASAN CUSTOMER K3 MART CABANG KESAWAN KOTA MEDAN

The viability of Islamic estate planning in Malaysian Muslim market: A bibliometric analysis indexed by Scopus from 2015 to 2021

The growing number of published articles indexed in a database such as Scopus suggests the increasing number of high-quality research and current interests that are relevant to a particular discourse. However, bibliometric studies identified that the pattern of journal articles published on Islamic estate planning in relation to Malaysian Muslim market in the Scopus database are still limited and given less attention. Therefore, this study seeks to identify the pattern of the published articles that have been indexed by Scopus specifically on Islamic estate planning instruments such as waqf, takaful, Islamic inheritance (farāid), gifts, trust, and will. This article is based on bibliometric analysis and focuses on all Islamic estate planning instruments in Islam. The data obtained from the Scopus database are then analysed thematically using ATLAS.ti 8 and VOSviewer software. The bibliometric analysis found 397 publications from Malaysia, which encompass articles, proceedings, book chapters, and book series. Nonetheless, there are only 324 relevant articles that had been analysed to establish the theme of the study. Meanwhile, the waqf instrument has become the most popular topic debated among researchers from Malaysia. All the articles are obtained from the Scopus database only by using keywords related to the instruments of Islamic estate planning. This study only focuses on Malaysian affiliates for 7 years, from 2015 to 2021. Therefore, more studies need to be done with any other indexing and high-quality research databases such as Web of Science (WoS) and related Islamic estate planning and marketing articles to achieve a better and more comprehensive analysis of research publications. In conclusion, this study provides a better information thematically through the frequency of publication by instruments, frequency of publication year, number of authors, language, publication format, list of journals, affiliation, and types of collaboration. This guideline is useful for researchers carrying out research on Islamic estate planning in the realm of Islamic marketing indexed in Scopus. In fact, the important result of this study will provide insightful bibliometric analysis and assist in identifying current interest in Islamic estate planning instruments with special reference to the Malaysian Muslim consumers' context.

An Empirical Study of Smartphone Companies in An Emerging Economy: The Role of Trust and Commitment in Fostering Consumer Engagement and Loyalty Via Social Media

The purpose of this research is to learn more about the mental processes that drive customer involvement, with a focus on the roles that loyalty and trust play in this phenomena online. By investigating the connection between brand engagement on social media, brand affection, consumer trust, and brand loyalty, this study hopes to fill a vacuum in the existing literature. SEM smartPLS was used to analyze data from 251 replies on smartphone and clothing brands. Customers' commitment and trust are moderated not by their feelings but by demographic factors like age and gender. There is a direct and an indirect connection between consumer involvement and trust. Customer happiness, brand loyalty, and brand devotion are all factors that may be predicted and developed with active consumer engagement, as the study shows. Although not all of the predictions of the conceptual model are supported by the data presented here, the study does offer important theoretical and practical insights into how to improve customer engagement, relational marketing strategies, and the consumer acquisition process. The novelty and significance of this article come from its analysis of what motivates customers to interact with a brand online and from the creation of a conceptual model that examines the role of customer engagement as a mediator in the generation of brand loyalty, brand love, and customer satisfaction

Conceptual Investigation of the Relationship between Emotional Marketing and Brand Love

The current research aims to show the relationship between emotional marketing in its dimensions (the best purchase decision, the best type of marketing, factors affecting the purchase decision and emotional factors) in consumers' love of the brand. The researchers have reached a number of results, most notably the existence of a theoretical relationship of emotional marketing with its dimensions in consumer love towards the brand. Therefore, one of the most prominent conclusions of the research is that emotional marketing plays a major role in achieving consumer love towards the brand.

The Characteristics of the Financially Vulnerable Groups Impacted by COVID-19 and Other Factors

Businesses have been exposed to various challenges during the global pandemic. Unfortunately, the financially vulnerable groups in society are disproportionately affected by such a difficult time. Therefore, it is important for businesses to recognise this when creating new business models for sustainable corporate management. This paper attempts to (1) identify the factors that affect individual financial vulnerability, (2) develop survey items to assess financial vulnerability and its factors and (3) provide the characteristics of financially vulnerable groups by presenting a complete set of descriptive statistics. The results can help to create more inclusive business models that are better equipped to address the challenges ahead. A questionnaire-based survey was conducted with collaboration with an NGO that provides a financial counselling service in Hong Kong. In total, 338 valid responses were collected and the data were used to characterise financially vulnerable groups in terms of (1) change in financial conditions due to COVID-19; (2) exposure to digitised financial services and related push marketing; (3) financial management ability; (4) changes in four financial behaviours and (5) financial vulnerability as measured according to the debt/service ratio. Results show that the respondents have a median debt/service ratio of 0.513, which represents an unsustainable level of debt. Around ¼ of surveyed respondents reported that their debt/service ratio was 1 or even higher, indicating obvious difficulties in meeting financial obligations. A total of 36.7% of the respondents reported worsening financial conditions since the outbreak of COVID-19. The results presented provide a solid empirical set of data that will help future research work to examine and/or develop a heuristic financial vulnerability model that incorporates the key factors leading to it. Businesses can refer to them when creating new business models that are sustainable, able to meet corporate social responsibility goals and can achieve several targets/goals of the United Nations’ Sustainable Development Goals.

The effect of relationship marketing towards switching barrier, customer satisfaction, and customer trust on bank customers

Basically, relationship marketing focuses more on creating customer value through interaction with customers to get information regarding evaluation of customer needs and expectations on an ongoing basis. Interaction with customers must be conducted, because customer involvement can increase customer value, so that the company can meet their expectations and needs. Furthermore, customer satisfaction, customer trust, and customer retention can be influenced by the implementation of a relationship marketing strategy. This study aims to examine and analyze the correlation between relationship marketing variables to switching barriers, customer satisfaction, customer trust and customer retention. Regarding to the objectives and study hypotheses, structural equation technique (SEM) is considered as relevant to be used. The population in this study was BNI customers who are members of BNI Emerald in East Java Province. The sample was obtained based on the top five BNI branches. Furthermore, the sample was determined by area proportional random sampling based on branches with a total sample of 141 respondents. Based on the study results, it is concluded that the effect of Relationship Marketing on Switching Barriers, Customer Satisfaction, and Customer Trust is positively significant. As a result, relational marketing is positioned as the primary exogenous variable to be investigated in conjunction with other relevant factors, such as switching barrier variables, customer happiness, customer trust, and customer retention. Customer satisfaction has a considerable positive impact on customer trust, indicating that the better the customer satisfaction, the higher the customer trust. Customer satisfaction has a positive and considerable impact on customer retention, indicating that the better the customer satisfaction, the higher the customer retention.

외식업 경영자의 배달 앱 활용을 통한 지각된 가치가 앱 서비스 행동 의도에 미치는 영향

Recently, restaurant consumers obtain restaurant information through social media restaurant-related companies as well as information obtained from people around them when choosing a restaurant, and various restaurant search activities using SNS are being conducted. In the previous study, research was conducted focusing on consumers' purchase behavioral intentions according to the emotional marketing of offline stores operated by restaurant-related companies, so research on experience marketing and co-experiences that can be felt online and offline through SNS in the restaurant field is insufficient. Therefore, in this study, after investigating the effect of four sub-factors of dining out-related experience marketing on co-experience through SNS, we will identify and study how the co-experience influenced by experience marketing is related to behavior intention. As a result of the study, sensory, emotional, behavior-cognitive, and relational experiences, which are sub-variables of experiential marketing, were found to have a significant effect on co- experience-participation. Emotional, behavior-cognitive, and relational marketing, which are sub-variables of experiential marketing, were found to have a significant effect on co-experience-sympathy/sharing, but sensory experience was found to have no significant effect. Participation and empathy/sharing, which are sub-variables of co-experience, were found to have a significant effect on action intention. Emotional, behavior-cognitive, and relational marketing, which are sub-variables of experiential marketing, were found to have a significant effect on behavioral intention, but sensory experience was found to have no significant effect.

Exploring The Potential and Benefits of Tourism in Madhya Pradesh

Tourism is a socio-economic phenomenon consisting of the activities and experiences of travelers and visitors away from their home environment and served by the travel and tourism industry and host destinations. Madhya Pradesh with its scenic spots has a huge potential to promote tourism. Tourism is a source of direct and indirect employment in Madhya Pradesh. In that article, out of the six districts identified, i.e., Gwalior, Bhopal, Indore, Jabalpur, Ujjain and Panna, the first two were selected as they were found to be representative of the region. It also stated that (MPSTDC) Madhya Pradesh State Tourism Development Corporation must protect and explore new destinations to promote tourism, where the tourism department manages all the resources and does all the related marketing.

Relational Marketing Promotes Sustainable Consumption Behavior in Renewable Energy Production

Until recently, the prominent stage of electricity generation has been carried out by utility firms; however, the general landscape of power generation in the world is changing. The availability of low-cost photovoltaic panels is encouraging households to become local producers themselves and sell energy to the grid at a micro-scale. Therefore, the development of renewable energy production is increasing the domain of the energy market from pure product delivery to a market of mixed services and goods delivery, with new players entering the value chain. For this reason, utility firms need to rethink their marketing activities, their interface and interaction with the consumer, the infrastructure they need for the flow of their production to the consumer, and the architecture of their value proposition. Faced with the growing market for renewable energy services, this study investigates how utility firms should target marketing activities to take advantage of business opportunities in the newer networks of competitive coalitions. The results of the study carried out suggest that firms need to strengthen their competitiveness and capability in internal marketing, their core competence in technological development and personnel management, and their external marketing promotions. By doing so, firms will be able to compete with established technologies and generate revenue by treating the disruptive and innovative technologies of the distributed generation as the gateway to the service market, and prospect the S-D-dominant logic of marketing in their activities. Moving beyond the traditional electricity delivery culture of utility firms could open up new opportunities for growth and expansion to attract a greater number of consumers, as is done today in similar high-tech industries.

Comparative analysis of production and marketing constraints of tomato growers inKarnataka - with special reference to Kolar and Belagavi districts

The present study was conducted to identify the constraints in production and marketing of tomato in the studydistricts.The study was conducted during the agricultural year 2020-21. The multi-stage purposive sampling procedure wasadopted to select the tomato growing farmers in the study districts. The study was purely based on primary data related toboth production and marketing constraints, were identified based on the opinion survey from 96 sample respondents.Garett’s rankingtechnique was used to evaluate the problems encountered by respondents of tomato growers. In thismethod, the farmers were asked to rank the given constraint according to the magnitude of the problem. In Belagavi district,major production constraints were requirement of better management practices (I) followed by high expenditure on plantprotection chemicals (II) and severe incidence of pest and disease (III). While, in case of Kolar district severe incidence ofpest and disease ranked first with mean garret score of 66.64 followed by high expenditure on plant protection chemicalswith mean garret score of 60.79 and timely non-availability of labours and high wage rates with mean garret score of 57.79.Whereas, in case of marketing constraints high price fluctuations stood first in both the districts.

Economic Influence through Exhibit Marketing in Relation to Military : Case Study of DSA 2018 and 2022

Economic Influence through Exhibit Marketing in Relation to Military : Case Study of DSA 2018 and 2022

Navigating the world of retail media

Since its inception in e-commerce, the growth of retail media advertising — a concept originating in point-of-sales advertising in brick-and-mortar commerce — has been explosive. The rise of retail media presents a multilayered challenge for brands as they determine how to navigate what sites might present optimal combinations of visibility, ready-to-buy consumers, brand awareness boost and other related factors. This paper will briefly describe the essential components of successful implementation of retail media and discuss the concepts behind each. Research indicates that driving revenue through retail media advertising requires a strong focus on a full-funnel strategy that addresses all components of a consumer’s buying journey and incorporating that strategy into data-informed decisions that invest in specific areas pertinent to those most likely to buy a brand or product. This paper presents some results of research conducted by ChannelAdvisor to identify where consumers have been beginning their buying journeys and where they are conducting research about the products in which they are interested. Further discussion includes techniques to identify and convert new audiences, increase consumer engagement and foster loyalty through effective retail media and related digital marketing strategies.

Analysis of Head Cabbage Value Chain in Guji Zone, Southern Oromia, Ethiopia

Cabbage is highly nutritious, and it is an economically important vegetable in Ethiopia which is widely cultivated in Guji zone especially at highland districts. The study was aimed to analysis head cabbage value chain with the specific objectives of identifying actors, estimate marketing cost and margins identify determinants of market outlets choice decisions and head cabbage market supply in the study area. Data were collected from 128 farmers, 25 traders and 15 consumers and analyzed. Identified actors include input suppliers, producers, rural collectors, brokers/dealers, wholesalers, retailers, and consumers by which 94.63% of product pass through. The highest total gross margins 48.1% and highest producer gross marketing margin of 68.2% was recorded in channel V and II respectively. Total livestock unit, area allocated to head cabbage, market information and market distance as important factors affecting head cabbage market supply in the study area. Family size, land total, total livestock unit, transport facility, production experience, area allocated to head cabbage, extension service, training, credit access, off farm income and selling price determine market outlet choice decision of head cabbage producers in the study area. This study suggests improving farmers’ knowledge and experience on head cabbage production and marketing, encouraging producers through extension service, land allocation for head cabbage, improving productivity and volume sales, improving market information access, expanding accessibility of market infrastructure and strengthening supportive institutions like credit access. In addition to this, it shall be better to improve the farmers’ market margins by strengthening farmers-traders linkage through reducing brokers’ exploitation and solving related production and marketing problems there by establishing centers for wholesalers and retailers and linking producers with institution like university make producer more profitable in the study area.