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Promoting the Usage of Organic Produce Through Decentralization

Mahreen Mamoon
Assistant Professor
Marketing, American International University-Bangladesh

Shahnaz Zarin Haque
Lecturer
Marketing, American International University-Bangladesh

Abstract/ Executive Summary:

Organic produce and alternative food business has become one of the biggest boom in the last decade. In recent past the phenomenon has seen the booster speed as global food security has come to question as countries are shifting toward service industry for development and globalization is claiming country sovereignty. Bangladesh is still known for an agricultural land surrounded by India and rich in rivers and greens. However, in reality, Bangladesh is a confused country where value for livelihood is been trampled by the overload of intruding investments, middlemen massacre, in-equal distribution of resources, centralized development pattern and way too many people trying their luck out in the capital. Political chaos and corruption are just the dusting on this dish of mayhem. There are many theories of development that looks good on the shelve yet very little practice and extremely rare success. To leave the food worry would therefore build a better environment for development, give the people a superior lifestyle and in way will keep them driven for country growth. Decentralized distribution of certain organic products when made available area wise, Dhaka might be a healthier place to live.

Keywords: Bangladesh, Decentralization Distribution, Marketing Organic, Sustainable agriculture.

Location: Bangladesh

Start Date:

End Date:

Program Area: Quality and Nutrition

Commodity: Organic products

Objectives:

Setting up the key performance indicators for organic food source - To find out local level adaptation techniques of organic vegetable production in Bangladesh perspective - Identify customer preferences on organic produce over regular ones - Key motivating factor behind Organic lifestyle - Improvising a more approachable model for promoting the use of organic produce in major parts of Dhaka city - How price takes up the role of buying influence and social status - To predict the narrower market for the economic harvest of organic products.

Methodology:

The illustrations of the objectives of the project above give an idea of the study. This is an exploratory study, which is qualitative in nature. The main purpose of the study is to investigate the quality ensured by the suppliers, manufacturers, wholesalers of agribusiness within the Consumer Protection Laws framework and its practice in the Bangladesh agro- market. Among the various factors the study will attempt to find out the critical success -factors for this industry through secondary data analysis. The study will try to find out the strengths and weaknesses of the industry. It will be done through collection and analysis of secondary data and primary sample survey data. Most available respondents were the faculty members of AIUB whose office rooms are in Campus 1 and 5 and AQAC Building. Around 120 teachers sit there. Faculties were notified of the questionnaire fill contribution during the semester meeting informally. 100 questionnaires were distributed through floor peon to avoid biasness and ensure superior confidence in answering by the respondent. This was also time-efficient and effective. 70 completed questionnaires came back.

Findings The interest of consumers in wanting to buy organic produce may be linked with their awareness of the harmful effect of pesticides used in the production process. Social status has a significant influence on the purchase of organic produce. So is the packaging color that is often matt and pale, a feeling of grounded in a good way.

1. Organic Products are seen as a high end premium products, hence consumer expectations rise with the serving of organic produce. 2. Due to the nature of dull and pale packaging, the exterior of the product is less attractive to certain consumers. 3. Consumers 4. motivation in wanting to shift from inorganic produce to organic ones are either safety or social status which theoretically contradicts to basic marketing strategies as to build an effective marketing plan. 5. Ongoing debate prevails- as a single brand sells both organic and inorganic product and claiming to be the best. This dilutes the brand value and in term behaves like a market cannibal. 6. The future of Organic produce in Bangladesh will largely depend on the economic growth rate of the people and a better-constructed distribution system. Producers and retailers must find a niche in the communication strategy that suits the high-end customers that live in a third-world country. 7. Government surveillance needs to address the monopoly pricing and cornered production and also the certification of organic produce from Bangladesh

Source of Information: IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 15, Issue 4 (Nov. - Dec. 2013), PP 55-59

Article Link (Online Journal):

Funding Source:

Budget:

Total Budget (Tk.) :

Achievement/Findings:

Business booms from value creation. It is of utmost importance that the community buildup will look for a win-win game for the produce market. When "Organic Community? will be established, the potential customer will gain food security from the assurance that they are buying safe produce. Again, the producers will cut through the middlemen and trade block and be able to sell directly to the community sellers. ?A conclusion section must be included and should indicate clearly the advantages, limitations, and possible applications of the paper. Although a conclusion may review the main points of the paper, do not replicate the abstract as the conclusion. A conclusion might elaborate on the importance of the work or suggest applications and extensions.

Knowledge Management: Journal