Pineapple marketing in Mwinilunga district of Zambia

Abstract

The overall objective of this research was to determine the efficiency of the pineapple market by using the Structure, Conduct and Performance model for analysing markets. This study was conducted in Ikelenge within Mwinilunga District of Zambia. The study area was selected as it is one of the main areas where pineapples produced. The respondents were 43 farmers and 29 traders. These were purposively sampled due to the absence of a sampling frame. The farmers were personally interviewed by employing a structured questionnaire, consisting of closed and open - ended questions, these types of questions were used in order to maximise the amount of data collected. The data collected was processed with a computer using the statistical package for social sciences (SPSS), this was due to the fact that the data collected was quantitative in nature. With respect to the pineapple industry's structure, the study found that the industry has no formal registered firms. The industry is at its infancy stage and the barriers to e n ^ were in the form of lack of capital, lack of appropriate transport facilities and lack of an established market. In terms of conduct, the study found that no single trader or farmer had influence on the industry as a whole. Most of the traders as well as farmers use negotiations as a means of coercing rivals. Due to the lade of standards, and lack of independent actions of the traders, the conduct was found to be inefficient. Market performance is a ilinction of the outcome of the structure and conduct. The study findings also show that there was an indication of a deviation from the 'ideal model', as traders and farmers were not acting independently, the market was not organized, and products were not standardised. Based on these findings the following recommendations were made; traders and farmers organise themselves into associations, rehabilitate the road network, there is need to provide infrastructural facilities, and need to establish credit facilities.