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Usage of Various Marketing Tools in Horticultural Marketing in Bangladesh: a Study on Jujube (kul)

Md. Zillur Rahman Siddique
Lecturer
Department of Marketing, Comilla University, Kotbari, Comilla, Bangladesh

Md. Borak Ali
Associate Professor
Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh.

Abstract/ Executive Summary:

Development of Bangladesh depends on the agriculture development that requires proper production and marketing of agricultural produces. In the recent times, jujube has occupied a vital role in horticultural field. In some areas of the country, jujube has rendered marginal farmers self-sufficient. However, for the farmers, harvesting the fullest return from the production of jujube entails not only organized production but also the efficient marketing facilities. Prior works on the topic covers horticultural produces in general but jujube is not in focus. There exists a significant gap of understanding in the marketing practices and application of marketing tools in the sector. This paper attempts to study the present scenario of jujube marketing in Bangladesh. A survey on 30 marginal farmers was conducted in the Khulna and Rajshahi divisions. The paper specially focuses on the marketing elements like pricing practices, transportation and distribution, promotional efforts, financing, possibility of marketing the product overseas. it reveals the long distribution channel, severe dearth of finance, common pricing pattern as of other monsoon produces; transportation through the road constituting the majority of marketing cost and absence of promotional activities and suggests o how to improve the sector to the fulfillment to the betterment of the agrarian Bangladesh.

Keywords: Jujube, Horticultural Marketing, Horticultural Product

Location: Rajshahi, Magura and Jessore districts of Bangladesh

Start Date:

End Date:

Program Area: Socio-economic and Policy

Commodity: Jujube, Market/Marketing

Objectives:

The main objective of the study is to explore the marketing practices in horticultural products. The specific objectives concentrate on how to expand jujube marketing of Bangladesh. Conceiving this idea authors design following specific objectives: 1. To identify various marketing tools used in horticulture product marketing. 2. To explore problems faced by the marketers for implementing the marketing tools. 3. To scan the future prospect of jujube in Bangladesh.

Methodology:

Sample and Sampling A qualitative research approach is explored to conduct the study. Jujube producers and traders are considered as the sampling frame of the study. This study primarily considers 40 producers and 10 traders from Rajshahi, Magura and Jessore districts of Bangladesh. Each of the districts is given equal weight as regards to the sample size. The final sample size cut to a total of 30 (25 producers and 5 traders) due to time constraint. First few of the respondents have been selected by applying convenience sampling from each of the above mentioned district. Later a snowball sampling method is used for arriving to the rest of the respondents.

Questionnaire Unstructured questionnaires are used to collect data from both of jujube producers and traders. Authors use unstructured questionnaire because, it enables respondents to express general attitude and opinions (Malhotra, 2008). Initially respondents are general questions consisting their demographic factors. Later our interview has been turned into the field specified for the study. When respondents are asked one question, the following questions depend on the answer of previous one. Questionnaire covers a wide varieties of production and marketing aspects of jujube such as cultivation process and its cost, quality of outputs, packaging, mode of transportation and its cost, distribution channel, pricing, promotional activities, co-operative activities, profitability, problems they faced, and need for training and development.

Data collection Both primary and secondary data have been considered for this study. Primary data have been collected from the field survey by using interview method. This study has taken both of depth interview and face-to-face interview of the respondents. A group of knowledgeable producers have been selected for in-depth interview to discover the underlying facts of jujube marketing in Bangladesh. All the answers are properly recorded without any deviations. Related secondary data have been collected from different journal publications, books, web information and unpublished materials.

Validity and Reliability Validity occurs by expressing the ability of a scale to measure what was actually targeted (Zikmund, 2000). The data used in this study is collected from the field survey and depth interviews of the producers and traders of jujube which assures higher validity. At the time of interview, each comments of respondents are listened and written to paper very carefully and entirely so that there have no possibility to lose data which also increases the validity. Reliability refers to the extent to which a scale shows adjacent results if repeated measures are made (Malhotra, 2008). The study is related to measuring usages of various marketing tools using the free-response questions, so it would be difficult to make same result at different surveys that may reduce the reliability. The field of study is Bangladesh, so similar observation may arrive from other developing countries. The findings of the study can be generalized in the field of horticultural products’ marketing.

Data analysis The data collected from the respondent have been analyzed in a qualitative approach. All the collected data bring in a tabulated form with similar in type. Similar types of data have been analyzed based the best knowledge and experience of authors.

Source of Information: The Journal of Comilla University Volume 1, Number 1, June 2012

Article Link (Online Journal):

Funding Source:

Budget:

Total Budget (Tk.) :

Achievement/Findings:

Like other marketing horticultural products jujube have its own features which differentiate it from other products. To produce jujube requires maintaining a series of steps like preparing beds of soil, planting them, taking care, fruit collection, grading, standardization etc and finally preparing for sales. Jujube is also able to meet various needs with its different species, different taste, different shape and color quality of jujube also varies from region to region due to the difference of climate, soils, the nature of nursing etc. Jujube trees are not grown only for fruits but bees can be cultivated for honey. In pricing horticultural product jujube, supply, cost of production and other marketing cost are important consideration. High perish ability and unable to store let producers to sell at low price at the ending time of the season.

Paper carton, sacks, ropes, newspaper etc are used for packaging jujube. Farmers send jujube through pick up, travel bus and courier services. But selling to local market, the farmers use van. There are some middlemen engaged in the lengthy distribution system like bapari, arotdar, retailer, lessee, store house agencies etc. Retail store display is only promotional efforts and buyers’ interaction in seasonal fruits is main influences on purchase.

Knowledge Management: Journal