Executive Summary

Development of Bangladesh depends on the agricultural development that requires proper

production and marketing of agricultural produces. In the recent times, Jujube has occupied a
vital role in horticultural field. In some areas of the country, jujube has rendered marginal
farmers self-sufficient. However, for the farmers, harvesting the fullest return from the
production of jujube entails not only organized production but also the efficient marketing
facilities. Prior works on the topic covers horticultural produces in general but jujube is not in
focus. There exists a significant gap of understanding in the marketing practices and
application of marketing tools in the sector. This paper attempts to study the present scenario
of jujube marketing in Bangladesh. A survey on 30 marginal farmers was conducted in the
Khulna and Rajshahi divisions. The paper specialty focuses on the marketing elements like
pricing practices, transportation and distribution, promotional efforts, financing, possibility of
marketing the product overseas, it reveals- the long distribution channel, severe dearth of
finance, common pricing pattern as of other monsoon produces; transportation through the
road constituting 'Ate majority of marketing cost and absence of promotional activities and
suggests o how to improve the sector to the fulfillment to the betterment of 'the agrarian
Bangladesh.
Keywords: Jujube, Horticultural Marketing. Horticultural Product

Introduction
Bangladesh is an agro-based country. Farming is the main occupation of people. Farmers
follow traditional methods both in producing and marketing of their outputs. As a result,
agricultural sector of the country cannot make significant contribution to the economy.
Considering the growing demands of agricultural outputs new methods of production become
emerged in the agricultural sector. The invasion of horticulture in the agricultural sector is
one of the modern concepts that meet growing demand of agricultural outputs in home and
abroad. Indeed, horticulture is different from agriculture in many ways. Agriculture uses large
land for single crops, but horticulture prefers mixed crops in small land. It is possible to grow
several horticultural crops in a year which ensure longer lasting of growing (Aznar-Sanchez,
Galdeano-Gomez and Perez-Mesa, 2011). Horticulture includes both food and non-food
items. Horticulture also extends to some areas of forestation, nursery, flower cultivation,
vegetable growing, fruits production and post harvest physiology. Now-a-days, jujube is one
of the rising products in horticultural sector of Bangladesh. Jujube was originated in China
where they have been cultivated for more than 4,000 years (Reich, 1991). Jujube cultivation
1

now extends to Russia, Northern Africa, Southern Europe, the Middle East and the Southwestern region of USA. Cultivation of jujube turns into commercial basis by many growers.
Fruit sellers has also considered jujube as profitable business item. They decorate jujube in
their store along with apple, orange, graphs and many other fruits. Similarly, consumers
consider jujube as one of the regular fruit items. Jujube marketing in Bangladesh can be
characterized as back dated plantation, small farms holder, imbalanced price, lengthy
channels, zero promotional efforts, inefficient marketing management and insufficient loan
facilities. However, jujube has got significant attention from different scholars of the country
on how to innovate new version of jujube with high productivity. Recently, Horticulture
Research Institute of Bangladesh under Bangladesh Agricultural University develops many
versions of jujube (BAU Kol and Apple Kol). Moreover, there are some other kinds of jujube
are grown in Bangladesh such as, Sobge Kol, Koccor Kol, Narkel Kol and Deshi Kol. (Ail
these are local name of jujube). Government of Bangladesh is also keen to flourish
horticultural products due to growing demand of fruits. Ministry of agriculture is also
working on this issue. Government provides facilities such as loan, training, smooth supply of
fertilizes, etc. for the farmers.

Objectives
1. To identify various marketing tools used in horticulture product marketing.
2. To explore problems faced by the marketers for implementing the marketing tools.
3. To scan the future prospect of jujube in Bangladesh.

Literature Review
There have been limited researches found in the field of marketing of horticultural product,
where marketing of jujube is hardly found. Al-Rimawi, Karablieh, Al-Qadi and Al-Qudah
(2006) investigate farmers' attitude and skill development for farm management. This paper
focuses on farmers' participation in training activities to upgrade managerial skills of their
farm business. However, this paper ignores to highlight the role of marketing practices for
successful business. Ritson (1997) explores relationship between marketing, agriculture and
economics. This study emphasizes on the variables of marketing tools used in agricultural
outputs that helps to transform traditional agricultural marketing into modem business
marketing practice. Although this study highlights modern marketing approach in agricultural
produce marketing, it does not focus on how to improve horticultural product marketing.
2

Aznar-Sanchez, Galdeano-Gomez and Perez-Mesa (2011) show how horticultural marketing

improves economic condition of a nation. This study reveals that newly technological
innovation, proper organization of production, labor, allocation, marketing, favorable
territorial and environmental dimensions ensure high productivity. Although the paper admits
the effective roles of marketing, it does not focus the application of marketing tools in
horticultural products. This study provides a collective discussion of all four major marketing
tools and their in expanding jujube as horticultural products in Bangladesh.
RESEARCH METHODOLOGY
Sample and Sampling
A qualitative research approach is explored to conduct the study. Jujube producers and traders
are considered as the sampling frame of the study. This study primarily considers 40
producers and 10 traders from Rajshahi, Magura and Jessore districts of Bangladesh.
Questionnaire
Unstructured questionnaires are used to collect data from both of jujube producers and
traders. Authors use unstructured questionnaire because, it enables respondents to express
general attitude and opinions (Malhotra, 2008). Initially respondents are general questions
consisting their demographic factors.

Data collection
Primary data have been collected from the field survey by using interview method. Related
secondary data have been collected from different journal publication, books, web
information and unpublished materials.

Validity and Reliability

Validity occurs by expressing die ability of a scale to measure what was actually targeted
(Zikmund, 2000). The data used in this study is collected from the field survey and depth
interviews of the producers and traders of jujube which assures higher validity.

Data analysis and Discussion

The data collected from the respondent have been analyzed in a qualitative approach. All the
collected data bring in a tabulated form with similar in type. Similar types of data have been
analyzed based the best knowledge and experience of authors.
The outcomes of the study relies on how well the data is analyzed in each areas of marketing
presented in the frame of reference in order to identify the usages of various marketing tools
in horticultural marketing where the knowledge is gathered from jujube producers.
Packaging
Packaging is an important marketing component of jujube fruits. The cost of packaging is
boio by the producers. Some farmers also sell jujube directly to the Aratdar at different cities
like, Dhaka, Chittagong, Sylhet.
Transportation mode & cost
For the purpose of transportation of jujube from the garden pick up vans and local made vans
are used. Most of them say that we have to pay higher charge for courier services (Tk.5tK%).
On the other hand, when we hire pick up van together, it cost Tk. 2 per Kg. It would be cost
effective if all the producers transport jujube for long distance market through cooperative
basis.
Distribution Channel
The distribution of jujube demands shorter channel. Business negotiation of horticultural
product is done in market place and consumers prefer to buy those fresh fruits which are daily
purchased by seller from supplier.
Pricing
Farmers do not have control over the price in this connection. The price is actually controlled
by middleman. The main factor that influences on price is the demand supply relationship. At
the beginning of the season, all the farmers cannot grow mature and consumable jujube
however, very few of them can do it at low quantity. So presence of small quantity of jujube
in market raises prices. Price begins to reduce with the maturity of jujube during the
cultivation season. The producers are asked about reason of continuous fall in price.

Major Findings
Like other marketing horticultural products jujube have its own features which differentiate it
from other products. To produce jujube requires maintaining a series of steps like preparing
beds of soil, planting them, taking care, fruit collection, grading, standardization etc and
finally preparing for sales. Jujube is also able to meet various needs with its different species,
different taste, different shape and color quality of jujube also varies from region to region
due to the difference of climate, soils, the nature of nursing etc. Jujube trees are not grown
only for fruits but bees can be cultivated for honey. In pricing horticultural product jujube,
supply, cost of production and other marketing cost are important consideration. High perish
ability and unable to store let producers to sell at low price at the ending time of the season.
Recommendations
Farmers' awareness is necessary in connection to proper cultivation system, utilization of
input, marketing practice. It is necessary to reduce the number of channel member which
cause extra charge in price.
Conclusion
The study explains current scenarios of marketing of horticultural products in Bangladesh.
Data reveals that marketing tools and techniques are less practiced in jujube as horticultural
product. However, this sector can contribute significantly to the economy of Bangladesh. It
creates job facilities both in cultivation and trading side. As agriculture based country,
Bangladesh has a huge potentiality to expand this sector. The growing concerned about jujube
cultivation in the country catches government attention to look into this sector. This sector
can contribute a lot to the GDP as well as, to learn huge foreign currency, as because
horticultural products of Bangladesh have huge demand both in local mid foreign markets.
Hence it is required for active participation of all the concerned panics. There may also have
effective collaboration between government and private farms for successful cultivation and
marketing of jujube in Bangladesh.

Reference
Al-Rimawi, A. S., Karablieh, E.K., Al-Qadi, A.S., and Al-Qudah, H.F. (2006).
Farmers'Attitudes and Skills of Farm Business Management in Jordan. Journal of
Agricultural Education and Extension, 12 (3): 165-17.
Amoult, M., Lobb A., and Tiffin, R. (2010), Willingness to Pay for Imported and Seasonal
Foods: A UK Survey. Journal of International Food& Agribusiness Marketing,22(3-4): 234251.
Aznar-Sanchez, 3. A., Galdeano-Gomez, E., and Perez-Mesa, J.C. (2011). Intensive
Horticulture in Almeria (Spain): ACounterpoint to Current European Rural Policy Strategies.
Journal of Agrarian Change, 11(2): 241261.

 Barbier, E. B., Gwatipedza, J., Knowler, D., and Reichard, S. H. (2011). The North American
Horticultural Industry and the Risk of Plant Invasion. Agricultural Economics, 42:113-129.