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Market Chain Analysis of Red Pepper: The Case of Abeshge District, Guragie Zone, South Ethiopia

Received: 9 December 2016     Accepted: 18 January 2017     Published: 13 February 2017
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Abstract

The study was conducted at Abeshege Woreda to analyze the market chain of red pepper. The area is known for its surplus production of agricultural commodities. However, market chain of agricultural crops in general and red pepper in particular is not well understood. The study has duly focused on the structure and conduct, market participants and performance of red pepper markets. The data were generated by structured questionnaire, focus group discussions, key informant interviews and field observation. This was augmented by secondary data collected from the BoARD, Woreda marketing agency reports and websites. Quantity of pepper passed through different marketing agents from farmers to consumers. The Farmers-Collectors-Wholesalers-Processors-Consumers channel carried the largest volume, which is 35.7% of the total volume followed by Farmers-Wholesalers-Processors-Consumers channel which carried about 27.6% of the total red pepper marketed. Structure of pepper market indicates four-firm Concentration Ratio (CR4), that is, the share of the largest four traders in the total volume of pepper purchased. The four largest traders handled 35.32% of the total volume of purchased pepper. This suggested that the pepper market in Abeshege Woreda shows a weak oligopolistic market. In relation to the conduct of pepper market, pricing mechanism of the farmers indicated that 13.29% of farmers set their selling price. Cheating was very common in pepper marketing by manipulating weighing scale and adulteration. Regarding payment strategy, about 74.68% of sample farmers sold their product on cash. Traders took a total of 61.3% out of the total profit margin. Red pepper producers added 38.7% of the total value of red pepper in the Woreda. The Total Gross Marketing Margin is highest in Farmers- processors- Consumers (62.1%) followed by Farmers-Retailer –processors- Consumers (55.4%). Therefore, the development of pepper producers’ bargaining power through cooperatives is the best measure that should target at reducing the oligopolistic market structure and increases pepper production in the Woreda pepper markets.

Published in American Journal of Environmental and Resource Economics (Volume 2, Issue 2)
DOI 10.11648/j.ajere.20170202.12
Page(s) 62-72
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2017. Published by Science Publishing Group

Keywords

Actors, Marketing Cost, Marketing Margin, Red Pepper

References
[1] Bosland, P. W. and Votava, E. J., 2000. Pepper: Vegetable and Spice Capsicum. CABI publishing, New York. pp. 1-16.
[2] Rubatzky, V. and Yamguchi, M., 1997. World Vegetables, 2nd Edition. International Thomson Publishing, USA. pp. 553-562.
[3] EEPA (Ethiopian Export Promotion Agency), 2008. Export performance of Agricultural products, Addis Ababa, Ethiopia.
[4] Eleni Gebre-Medhin, 2001. Market institutions, transaction costs, and social capital in the Ethiopian grain market. International Food Policy Research Institute. USA.
[5] Dawit Alemu and Hailemariam Teklewold: Marketing of fruits and vegetables: opportunities and constraints in the Rift Valley of Ethiopia. Melkasa and Debrezeit Agricultural Research Centers. 22p.
[6] CSA, 2009. Area and Production of crops Annual Statistical Bulletin, Addis Ababa, Ethopia.
[7] Rehima Mussema, 2007. Analysis of red pepper marketing: The case of Alaba and Siltie in SNNPRS of Ethiopia. M.Sc thesis submitted to the School of Graduate Studies, Haramaya University. 105p.
[8] Alemnew Abay, 2010. Market chain analysis of red pepper in Amhara National Regional State: the case of Bure woreda, West Gojjam Zone. M.Sc thesis presented to the school of graduate studies, Haramaya University. 91p.
[9] Green, W. H., 2003. Econometric Analysis. 5th Edition. Prentice Hall. Inc, London. 1026p.
[10] KIT, Faida Mali and IIRR, 2006. Chain empowerment: Supporting African farmers to develop market. Royal Tropical Institute, Amsterdam; Faida Market Link, Arusha; and International Institute of Rural Reconstruction, Nairobi.
[11] Kotler, P. and G. Armstrong, 2003. Principle of marketing, 10th Edition. Hall of India Pvt. Ltd. New Delhi. pp 5-12.
[12] Kohls, R, L. and J. N. Uhl, 1985. Marketing of Agricultural Product. 5th Edition. McMillan Publishing Company, NewYork, USA 624p.
[13] Schmitz, H., 2005. Value chain analysis for policy makers and practitioners. International Labour Office and Rockefeller Foundation, Geneva, Switzerland.
[14] Mendoza, G., 1995. A premier on marketing channel and margins. Lyme Rimer Publishers Inc., USA.
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  • APA Style

    Mekdes Dessie, Teshale Woldeamanuel, Getachew Mekonnen. (2017). Market Chain Analysis of Red Pepper: The Case of Abeshge District, Guragie Zone, South Ethiopia. American Journal of Environmental and Resource Economics, 2(2), 62-72. https://doi.org/10.11648/j.ajere.20170202.12

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    ACS Style

    Mekdes Dessie; Teshale Woldeamanuel; Getachew Mekonnen. Market Chain Analysis of Red Pepper: The Case of Abeshge District, Guragie Zone, South Ethiopia. Am. J. Environ. Resour. Econ. 2017, 2(2), 62-72. doi: 10.11648/j.ajere.20170202.12

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    AMA Style

    Mekdes Dessie, Teshale Woldeamanuel, Getachew Mekonnen. Market Chain Analysis of Red Pepper: The Case of Abeshge District, Guragie Zone, South Ethiopia. Am J Environ Resour Econ. 2017;2(2):62-72. doi: 10.11648/j.ajere.20170202.12

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  • @article{10.11648/j.ajere.20170202.12,
      author = {Mekdes Dessie and Teshale Woldeamanuel and Getachew Mekonnen},
      title = {Market Chain Analysis of Red Pepper: The Case of Abeshge District, Guragie Zone, South Ethiopia},
      journal = {American Journal of Environmental and Resource Economics},
      volume = {2},
      number = {2},
      pages = {62-72},
      doi = {10.11648/j.ajere.20170202.12},
      url = {https://doi.org/10.11648/j.ajere.20170202.12},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajere.20170202.12},
      abstract = {The study was conducted at Abeshege Woreda to analyze the market chain of red pepper. The area is known for its surplus production of agricultural commodities. However, market chain of agricultural crops in general and red pepper in particular is not well understood. The study has duly focused on the structure and conduct, market participants and performance of red pepper markets. The data were generated by structured questionnaire, focus group discussions, key informant interviews and field observation. This was augmented by secondary data collected from the BoARD, Woreda marketing agency reports and websites. Quantity of pepper passed through different marketing agents from farmers to consumers. The Farmers-Collectors-Wholesalers-Processors-Consumers channel carried the largest volume, which is 35.7% of the total volume followed by Farmers-Wholesalers-Processors-Consumers channel which carried about 27.6% of the total red pepper marketed. Structure of pepper market indicates four-firm Concentration Ratio (CR4), that is, the share of the largest four traders in the total volume of pepper purchased. The four largest traders handled 35.32% of the total volume of purchased pepper. This suggested that the pepper market in Abeshege Woreda shows a weak oligopolistic market. In relation to the conduct of pepper market, pricing mechanism of the farmers indicated that 13.29% of farmers set their selling price. Cheating was very common in pepper marketing by manipulating weighing scale and adulteration. Regarding payment strategy, about 74.68% of sample farmers sold their product on cash. Traders took a total of 61.3% out of the total profit margin. Red pepper producers added 38.7% of the total value of red pepper in the Woreda. The Total Gross Marketing Margin is highest in Farmers- processors- Consumers (62.1%) followed by Farmers-Retailer –processors- Consumers (55.4%). Therefore, the development of pepper producers’ bargaining power through cooperatives is the best measure that should target at reducing the oligopolistic market structure and increases pepper production in the Woreda pepper markets.},
     year = {2017}
    }
    

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  • TY  - JOUR
    T1  - Market Chain Analysis of Red Pepper: The Case of Abeshge District, Guragie Zone, South Ethiopia
    AU  - Mekdes Dessie
    AU  - Teshale Woldeamanuel
    AU  - Getachew Mekonnen
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    DO  - 10.11648/j.ajere.20170202.12
    T2  - American Journal of Environmental and Resource Economics
    JF  - American Journal of Environmental and Resource Economics
    JO  - American Journal of Environmental and Resource Economics
    SP  - 62
    EP  - 72
    PB  - Science Publishing Group
    SN  - 2578-787X
    UR  - https://doi.org/10.11648/j.ajere.20170202.12
    AB  - The study was conducted at Abeshege Woreda to analyze the market chain of red pepper. The area is known for its surplus production of agricultural commodities. However, market chain of agricultural crops in general and red pepper in particular is not well understood. The study has duly focused on the structure and conduct, market participants and performance of red pepper markets. The data were generated by structured questionnaire, focus group discussions, key informant interviews and field observation. This was augmented by secondary data collected from the BoARD, Woreda marketing agency reports and websites. Quantity of pepper passed through different marketing agents from farmers to consumers. The Farmers-Collectors-Wholesalers-Processors-Consumers channel carried the largest volume, which is 35.7% of the total volume followed by Farmers-Wholesalers-Processors-Consumers channel which carried about 27.6% of the total red pepper marketed. Structure of pepper market indicates four-firm Concentration Ratio (CR4), that is, the share of the largest four traders in the total volume of pepper purchased. The four largest traders handled 35.32% of the total volume of purchased pepper. This suggested that the pepper market in Abeshege Woreda shows a weak oligopolistic market. In relation to the conduct of pepper market, pricing mechanism of the farmers indicated that 13.29% of farmers set their selling price. Cheating was very common in pepper marketing by manipulating weighing scale and adulteration. Regarding payment strategy, about 74.68% of sample farmers sold their product on cash. Traders took a total of 61.3% out of the total profit margin. Red pepper producers added 38.7% of the total value of red pepper in the Woreda. The Total Gross Marketing Margin is highest in Farmers- processors- Consumers (62.1%) followed by Farmers-Retailer –processors- Consumers (55.4%). Therefore, the development of pepper producers’ bargaining power through cooperatives is the best measure that should target at reducing the oligopolistic market structure and increases pepper production in the Woreda pepper markets.
    VL  - 2
    IS  - 2
    ER  - 

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Author Information
  • College of Agriculture and Natural Resources, Wolkite University, Wolkite, Ethiopia

  • College of Forestry and Natural Resources Sciences, Hawassa University, Hawassa, Ethiopia

  • College of Agriculture and Natural Resources, Mizan Tepi University, Mizan Teferi, Ethiopia

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