Marketing routes for the banana crop in Sohag Governorate

The process of marketing horticultural products in general and the banana crop in
particular is one of the most important processes on which agricultural decisions are
based, given the economic, natural and marketing characteristics of this crop that differ
from other agricultural crops. Based on the aforementioned research problem, this study
aims to identify the marketing systems and study the different marketing margins for the
banana crop in Sohag Governorate. In achieving its objectives, the study relied on
measuring the marketing margins, the intermediaries' share of the consumer's price, and
the marketing efficiency of the banana crop in Sohag Governorate. The study also relied
on preliminary data that was completed through the questionnaire form in Sohag
Governorate, as well as books and scientific references, research and scientific studies
related to the subject of research and study. It was found through the results of this study
and from the study of the marketing paths of the banana crop in Sohag Governorate in
2021 according to the marketing systems (from producer to consumer, from producer to
wholesaler, from wholesaler to retailer, from retailer to consumer) it was found that the
marketing margin Each of these four systems was estimated at 1432,8, 505, 485, and
2173, respectively. By examining the differences between the average profits between the
different marketing paths under study, it was found that there are significant differences
between them, as the marketing path from the retailer to the consumer came directly in the
first order with an average of 1969 pounds, and then followed in the second order by the
rest of the marketing paths under study in the second order and on Equally important, with
an average of about 453,285,453 pounds, respectively.
In light of the results that have been reached, the study recommends the following:
1- Providing data and information on prices and the nature of competition within each
market, in addition to conducting studies on available markets and knowing their needs.
2- Attention to improving the marketing efficiency of the banana crop by reducing
marketing costs and reducing the role of intermediaries in the marketing process
3- Forming companies or associations to market agricultural products that are specialized
and have the experience, skill and appropriate capabilities to provide various marketing
services that add a high value to the banana crop.
4- Studying the needs of local markets of bananas and the time of demand for them, which
indicates the importance of its presence in the right time, place and price throughout the
year, which facilitates the better conduct of the marketing process.
5- Providing high-efficiency shipping and transportation means to reduce the loss of the
banana crop during transportation, with the need to reduce losses after carrying out the
marketing operations of sorting, grading and unloading.