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: 1Providing 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. 2Attention to improving the marketing efficiency of the banana crop by reducing marketing costs and reducing the role of intermediaries in the marketing process 3Forming 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. 4Studying 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. 5Providing 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.