Abstract:
Aman rice is a popular variety of rice grown in Bangladesh, particularly in the Aman season (JuneNovember).
The
marketing
channel
efficacy
of
Aman
rice
in
Bangladesh
is
critical
for
the
success
of
farmers,
traders,
and
other
stakeholders
involved
in
the
rice
supply
chain.
The
purpose
of
this
thesis
is to evaluate the effectiveness of different marketing channels used to distribute and
promote Aman rice in selected areas of Cumilla districts.
Marketing channels for Aman rice include traditional channels such as wholesale markets,
retailers, and local vendors. The study adopts a survey research design, where data collected from
135 respondents, comprising of farmers, wholesalers, retailers, and consumers in the study area.
This thesis examines the marketing channel efficacy of Aman rice in selected areas of Cumilla
district, utilizing General Formulas of Gross Marketing Margin, Marketing Cost, Net Margin, and
Shepherd's Formula for Efficacy Model. The research aims to identify the most effective marketing
channels for Aman rice and recommend strategies for enhancing their effectiveness.
The results reveal that there are four marketing channels for Aman rice in the study area, namely,
channel I (farmer to faria to consumer), channel II (farmer to bapari to consumer), channel III
(farmer to aratder to consumer), and channel IV (farmer to miller to consumer). Using the
composite index formula, the study finds that channel IV has the highest marketing effectiveness,
followed by channel III, channel II, and channel I.
The findings of such research can provide insights into the most effective marketing channels for
promoting and distributing Aman rice, as well as the potential for expanding market reach and
increasing sales through innovative marketing strategies.
Keywords: Aman rice, marketing channels, efficacy, Cumilla districts, Bangladesh.
Description:
A Thesis
Submitted to the Faculty of Agri-business
Management, Sher-e-Bangla Agricultural
University, Dhaka,
In partial fulfillment of the
requirements for the degree of
MASTER OF SCIENCE
IN
AGRICULTURAL STATISTICS
