MARKETING CHANNEL AND EFFICACY OF AMAN RICE IN SOME SELECTED AREAS OF CUMILLA DISTRICT

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.