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Tuberose Marketing System in Some Selected Areas of Jessore District

M Ahammed
MS Student
Department of Agricultural Economics, BSMRAU, Gazipur.

M K Hasan
Principal Scientific Officer
BARI, Gazipur, Bangladesh.

S Bardhan
MS Student
Department of Agricultural Economics, BSMRAU, Gazipur.

T Y Surna
MS Student
Department of Horticulture, BSMRAU, Gazipur.

Abstract/ Executive Summary:

The study was carried out to identify the most efficient and suitable marketing channels of tuberose by using primary data collected randomly from 30 producers and 40 traders. Out of 40 traders, 11 were Petty traders, 8 were Aratders, 9 Wholesalers and 12 Retailers. According to the volume of tuberose handled and longevity or participation of the intermediaries in the channel, five major channels were identified as dominant in the study areas. The channel Producer - Petty trader - Aratder - Wholesaler - Retailer - Consumer ranked first. The results showed that channel IV, Producer - Petty trader Retailer - Consumer, possesses the highest marketing efficiency followed by channel III, II and V. The study revealed that, the channel II and channel III were relatively inefficient in the tuberose producing regions. Shortage of operating capital was the first ranking problem in the study area. Providing adequate capital might be the remedy of the problem, which would ensure to run their business smoothly and expand that to achieve economies of scale.

Keywords: Tuberose, Marketing system, Aratders, Wholesalers

Location: Jessore district

Start Date: 00-02-2010

End Date: 00-03-2010

Program Area: Socio-economic and Policy

Commodity: Tube rose

Objectives:

To identify the marketing channel of tuberose and problems in tuberose marketing in the study area.
To measure the efficiency of various tuberose-marketing channels and thereby determine the most efficient and suitable one both at producers' and traders' level.

Methodology:

On the basis of higher concentration and area coverage, Jessore district is considered as one of the leading cut flowers (such as tuberose, rose, gladiolus and marigold) producing zones in Bangladesh. There are eight upazilas under Jessore district but tuberose being cultivated mainly in three upazilas. Jhikorgacha was the main upazila under tuberose cultivation of the district. Therefore, two unions namely Gadkhali and Panisara under Jikorgacha upazila of Jessore district were selected purposively for this study. These two areas are the best places where selected cut flowers are produced in larger quantity and from these places the flowers are marketed in different distant markets. After purposively selecting the study area a list of tuberose producers were prepared with the help of village leaders and field level extension personnel. Then samples of flower producers and traders were randomly selected in order to meet the objectives of the study.Considering the limitation of time and resource, a total of 30 flower producers were selected randomly from Jikorgacha upazila in Jessore district. Producers were classified into three categories i.e. small (0.02 ha to < 1.0 ha), medium (1.0 ha to < 2.0 ha) and large (2.0 ha and above). Among thirty producers 21 were small, 6 were medium and 3 were large. Forty intermediaries were selected randomly. Among them, eleven petty traders (farm level) from Gadkhali market of Jessore district, eight Aratder, nine wholesaler and twelve retailers from Jessore city were selected for collecting necessary information. Thus, the total sample size was seventy.The producers were interviewed at their village homes from February to March, 2010 when they were generally in leisure. The selected producers and intermediaries were directly interviewed at different points. The intermediaries were interviewed on the schedule market at the same time. This data revealed one year cost return estimation of producers as well as traders. Identification of product flows for tuberose from different areas to urban markets was an important objective in characterization phase. In this study discussions were held with a reasonable number of traders of tuberose products and a number of interactive flow charts for different tuberose products were drawn. Those flow charts were further validated and corrected during the period of data collection and identified some channel which existed at present in the study area. After identifying the marketing channel the number of buyers and traders involved in the channel were estimated in percentage basis. Marketing margin, in sense, is the price of all utility adding activities and functions that is performed by the intermediaries. Before estimation of marketing margin, the researcher identified a number of major marketing channels for tuberose through which tuberose moved from producers to consumers. These marketing channels were also re-examined during the period of field visits. The portion of consumers money that goes to marketing firms was referred to as the marketing margin. In other words, it was the difference between the price paid to the producer and price paid by the final consumers. Marketing margin include the cost and profit of all intermediaries involved in the entire marketing channel. Marketing margin could be calculated by estimating the differences between purchase and sale prices of the quantity handled at different marketing stakeholders. Marketing margin included marketing cost and profit or loss of all intermediaries in the marketing chain.

Source of Information: Bangladesh J. Agriculturist. 5(1): 59-66, 2012, ISSN 1812-4631

Article Link (Online Journal):

Funding Source:

1.

Budget:

Total Budget (Tk.) :

Achievement/Findings:

Entrepreneurs should he encouraged to establish market place adjacent to tuberose growing areas. Provision of loan might be made through nationalized bank to the private sector for establishing processing zones in rural areas. Market information should be provided to the producers regularly. If they get the market information about their product, they would be able to know the real situation of their product and could decide to take the produces to high price distant markets.

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