Analyzing the marketing channels and profitability of rosella crop in Mudzi district

Author

Kuona, Bryan.

Title

Analyzing the marketing channels and profitability of rosella crop in Mudzi district

Abstract

This study investigates rosella crop marketing in the Mudzi district, identifying marketing channels, defining influencing variables for channel choice and analyzing farmer problems. To achieve the mentioned goals, a comprehensive research methodology that included qualitative and quantitative methodologies was used. Primary data gathering included questionnaires and focus group conversations with rosella farmers in the Mudzi district. The findings reveal a wide range of marketing channels used by rosella producers in Mudzi district, ranging from traditional methods such as direct sales to consumers and roadside markets to modern channels such as intermediaries, NGOs-assisted markets, wholesale markets, processors, online platforms, and export markets. The factors impacting the choice of marketing channel were identified as market access, transportation costs, price offered, consumer preferences, and quantity demanded. The study discovered a slew of obstacles that rosella growers experience when marketing their produce, including limited market access, inadequate transportation infrastructure, price volatility, market knowledge asymmetry, and quality control concerns. These issues significantly impede the efficient operation of the rosella value chain and aggravate economic discrepancies among farmers. The study looked into the intricate structure of the rosella value chain in the Mudzi area, identifying the roles, actions, and relationships of major actors involved in rosella production, processing, distribution, and consumption. This value chain analysis identifies the potential for value addition, supply chain optimization, and market linkages to increase the rosella sector's competitiveness and profitability.

Date

OCTOBER 2024

Publisher

BUSE

Keywords

rosella

farmers

crop marketing

Supervisor

Mrs. D Manyumwa