Bangladesh Planning Research Conference (BPRC) 5-6 February 2016 Paper ID:514

Rural Growth Centre Analysis:

A Study on Ashraf Ali Chowdhury Market
1 2 3
K. M. Ashraful Islam ,Muhammad Rakibul Hasan Kauser , Muhammad Mizanur Rahman , Aniruddha
4 5
Sarkar , Khatun-E-Zannat

Abstract
Rural economy is the prevailing part for building a strong economical background for an agro-economy
based country like Bangladesh. Therefore the vital role played by rural growth centers in this aspect
can’t be denied. The study is concerned with case studying the present situation of a single rural
growth centre named Ashraf Ali Chowdhury market. The study has been conducted to analyze the
existing market condition, physical viability and infrastructural facilities of the market. A combination of
quantitative and qualitative method has been used in this study. Both primary and secondary sources
of data have been gathered. Basically the study is based on interview, survey and case study method.
Problem identification and estimation of future needs have been made and on the basis of the
estimation and needs of the local rural people, redeveloping of an ideological concept has been made
and provided for this rural market. The analysis has been done with the help of GIS, Excel and SPSS.
From the analysis of the market area it is evident that the majority of the area is used for live stock
selling purpose. Hence, the redevelopment should be done for flourishing a feasible cow market. The
common problems which are faced by the visitors are lack of parking and selling space, drainage,
maintenance problem etc. Some proposals have been made in a broader aspect to resolve those
issues and for making the growth centre more economically strong. In a nutshell, the study report
makes an attempt to illustrate the present scenario of most of the rural markets situated in our country.
It may also assist to make a guideline for construction of a new market in rural areas of our country.

Key words: Rural growth centre, Case study, Physical viability, Design proposals

1. Introduction

Rural area can be designated as an area where there is lack of facilities compared to
urban areas but which remains more close to nature. These areas are often associated
with high environmental values, but even more with backwardness in terms of income
and employment opportunities, the migration of young, skilled people and a low
population density (Petrick & Weingarten, 2004). Rural market is an inevitable part of the
rural area, can be defined as the segments of overall market of any economy unlike from
the other types of markets like stock market, commodity markets or Labour economics
(Kotni, 2012). It also denotes those business activities bringing goods from urban sectors
to the rural areas of the country as well as products from rural to urban areas” (Kumar,
2013). Therefore, a rural market serves as an essential element of fulfilling daily
necessary materials (mostly agricultural products) as well as providing some sort of
services to the rural people.
In Developed countries, rural economy is characterized by organic farming which creates
employment for rural people. The consumers of agricultural products both in rural and
urban areas are dependent on the transaction, manufacturing and transportation
criterions of rural market. In Europe, as much as 46% of the world’s organic product
output is sold in this continent which possibly can be explained by its economic

1
Undergraduate student, Department of Urban and Regional Planning (URP), Chittagong University of
Engineering and Technology (CUET), Chittagong – 4349, Bangladesh. Email: dam.alvee@gmail.com
2
Undergraduate student, Dept. of URP, CUET, Chittagong – 4349, Bangladesh. Email:
mdrhkauser@gmail.com
3
Undergraduate student, Dept. of URP, CUET, Chittagong – 4349, Bangladesh. Email:
mr1105009@gmail.com
4
Undergraduate student, Dept. of URP, CUET, Chittagong – 4349, Bangladesh. Email:
aniruddha427@gmail.com
5
Lecturer, Dept. of URP, CUET, Chittagong – 4349, Bangladesh. Email: khzannat.buet@gmail.com

Department of Urban & Regional Planning

Jahangirnagar University, Dhaka 1342, Bangladesh
Bangladesh Planning Research Conference (BPRC) 5-6 February 2016 Paper ID:514

development level (Sarudi, Szakaly, Mathe, & Szente, 2003). Large portion of the
geographical extent of developed countries are rural area and the economy is Agro-
based. Most of the other sectors of economy are triggered by rural demand where per
capita monthly consumption in rural area is growing steadily. In recent years rural
markets have attained an impact in countries like India and China, as the overall growth
of the economy has resulted into sizeable increase in the purchasing power of the rural
communities. Thus the rural economic potentiality can be utilized fully through flourishing
rural market (Durairangaswamy & Ravi, 2013).

In Bangladesh as a developing country rural markets are often addressed as growth

centre. The growth centre acts as a centre of economic, social and cultural activities in
the rural areas. People exchange their views and beliefs with others within the vicinity of
growth centre. Nearly 70% of the total population of the country lives in rural areas that
are directly or indirectly related to agriculture for their livelihood and as a result, there are
approximately 8000 growth centres situated in rural Bangladesh (Mondal & Das, 2010).
For Bangladesh perspective, designing an efficient rural market is necessary to make the
agricultural products of the rural area within the easy reach of the consumers. So, rural
markets are a prerequisite for improving agriculture-based economic growth and
increasing rural incomes in the medium term (International Fund For Agricultural
Development, 2003). Moreover, economic, social and political factors that are responsible
for improvement of rural society are also linked up with rural market. For this reason, the
focus of this study is to prepare a general framework for designing rural market in
Bangladesh. Therefore, an efficient rural market can greatly influence the eradication of
unemployment in rural areas of our country. Furthermore, increased turn over and
economic upliftment of traders can be attained through a fully functioning rural market.
So, for improving the livelihood of rural people and sustainable economic improvement,
development of rural market is inevitable.

2. Literature review

Rural market is an important social and economic institution accommodating social

gathering as well as work place which are supporting rules prevailing in the rural area,
economic activities and accountability (Chamberlain, et al., 2012).Therefore, rural market
cannot be said to be fully economic in nature. Occurrence of various recreational
activities and passing of leisure can be said to be a fundamental function of rural market
dependent on rural economy which is basically farming and cultivation (Rao, 1973).
Employment in agriculture sector of Bangladesh was about 50% in 2001. Crop sub sector
has contributed in building up 57% of total Gross Domestic Product (GDP) of Bangladesh
in 2001. The fisheries subsector has contributed 24% whereas the livestock and forestry
sub sector has contributed 5 to 10% respectively in building GDP in the same year
period. Income from the farm sector grew at a rate of 1.4% per year from 1987 to 2000.
So, rural economy is not only linked to the crop production but also to the other sector
such as fisheries, livestock, forestry etc. are directly contributing in GDP augmentation
(Garrett & Chowdhury, 2004).

Depending on different types of marketing system there are different marketing channel
available such as Farm gate markets, Local (primary) markets, Assembly markets and
direct sales to urban market. This classification is done based on types of location, size,
time interval and product sales on the market. (Tracey-White, Rural-urban marketing
linkages, 2005). Moreover, the market system is not a discrete one rather forms an
interlocking network. Each component of a market has distinct economic subsystem
and the flow of goods defined by the overall structure of a market (Wood, 1975). As
a result market improvement is a complex activity not only encompasses the commercial
development but also social and demographic improvement too. The improvement can
be classified as hard and soft. Former involves infrastructural development and latter

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Jahangirnagar University, Dhaka 1342, Bangladesh
Bangladesh Planning Research Conference (BPRC) 5-6 February 2016 Paper ID:514

involves public participation for co-operation of each and every stakeholder of rural
market.(Marocchino, 2009).

Studies of a particular market place encompasses production and consumption pattern of

that area, nature of business transaction, different organization and stakeholder involved
within the market, network pattern and its extent and way of functioning, flow of goods
and its social relationship within the area. But a particular market model is not applicable
everywhere (Ortiz, 1967). Other than the preceded factors, designing a particular market
place may also involves conceptualizing growth centre, supply and demand analysis,
working with farmers and traders, choosing the right sight for right infrastructure,
preparation of the site plan, planning of transportation network and providing parking,
marketing of livestock and design of buildings the studies (Tracey-White, Planning and
designing Rural Markets, 2003)(Marocchino, 2009).

3. Methodology and data collection

In order to collect data on existing condition of the market, several surveys have been
conducted in many times. Several basic surveys such as direct observation, mini survey
and questionnaire survey have been conducted to collect primary data. The direct
observation survey has been done by walking through the market area and observing the
situation. The second survey, mini survey has been done for some specific data
collection like hat time, visitor amount etc. and finally the Questionnaire survey has been
done by with the help of limited number of close-ended and in some case open
questions. The Questionnaire survey has consisted of existing condition, focus group
interviews and key informant interviews. In the existing condition part it focuses on the
existing condition of demand and supply condition, utilities (like drainage, water supply,
sanitation condition) and solid waste management condition. In the focus group
interviews part, local people are asked various questions and discuss and analyze
problems they face and finally in key informant interviews a series of open-ended
questions to stakeholders (like buyer, seller, management committee etc.) selected for
their Specific knowledge, experience and opinions in the workings of the market.

Since one study area has been selected for this study with the help of simple random
sampling method, data has been collected through direct observation, mini survey and
Questionnaire survey. The existing condition of the study area will help for designing the
market for future. The exponential forecasting method has been used for forecast the
future demand. These forecasting data has been done by using the data gathered by
conducting survey through direct observation, mini survey and Questionnaire survey.

The surveys had been conducted on three separate days one in normal day and two in
hat day generally in Monday. The direct observation survey is done in normal day and
after knowing the hat day the other two mini survey and Questionnaire survey has been
done in hat day. The data has been collected in the afternoon and evening time because
in that time most of the buyers and sellers are found in the market.

The Ashraf Ali Chowdhury generally serves both retail and wholesale market and it serve
a large area. This survey only focus on the existing condition and with the help of existing
data future has been forecasted. The responses of the Questionnaire have been selected
only on simple random sampling method.

4. Study area profile

Ashraf Ali Chowdhury hat is situated at Kadalpur Union Parisad in the Raozan Upazila.
Raozan Upazila, is an Upazila under Chittagong district in the Division of Chittagong,
Bangladesh. In Raozan Upazila there are 20 growth centers (hat-bazaar) and Ashraf Ali

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Jahangirnagar University, Dhaka 1342, Bangladesh
Bangladesh Planning Research Conference (BPRC) 5-6 February 2016 Paper ID:514

Chowdhury hat is one of them. Local government as well as public ownership of land is
the prime characteristics. Both primary and temporary shades are seen in this market. If
we consider the geographical extent of Ashraf Ali Chowdhury market, it is found that in
the north there exists Kadalpur village, in the south, Chittagong-Kaptai main road and
Raozan-Pahartali road intersection, in the east Forest area of Rangunia Upazila and in
the west Amirpara is situated. Total area of the market covers approximately 45412.17sq
ft with a catchment area of 407.85 acres. The market seats every Monday and Thursday.
Various services and facilities such as lamped road, Pucca drainage, water supply via
tube well, sanitation and electricity facility exist in the market. But waste disposal system
is not up to the mark. Every hat day 1500-2000 visitors come to the market and the
market generates a huge transaction amount which is approximately 1.8 million taka per
hat day. There prevails a moderate climate in the market and Low lying plain land with
grey brownish sandy loam is the main topographical characteristics. It is basically a
livestock market and a place which has experienced many spatial and infrastructural
changes over time. These changes have been made due to the needs of the local
people. The trading of different household items, grocery, vegetable and livestock has
made this rural market a place of appreciation in respect of shopping.

A
B

Figure4.1: A. Location Map of Chittagong District (source: Banglapedia), B. Location Map

of Raozan Upazila (Source: LGED GIS Map), C. Study Area Location Map (Source:
Google earth map 2014).

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Bangladesh Planning Research Conference (BPRC) 5-6 February 2016 Paper ID:514

5. Existing Condition Analysis

Kadalpur Asraf Ali Chowdhury market is one of the main centres of economic, social and
cultural activities of the rural area under Kadalpur union as well as Raozan Upzila under
Chittagong district. It is the agora of this area people. It also serves as a centre of the
business area for the union. In this section it will be focused on the present condition of
the growth centre. Data has been collected from the field investigation and Union
Parishad/Upazilla office.

5.1. Tin Shade Pucca & Katcha Base Market House

There are two permanent tin shade market houses which base has been made by
concrete and tin shade. Those houses were made by LGED. This part of the market is
used as permanent market for selling vegetable and other related matter. But it is not
enough for buying & selling in hat day. As a result the market spreads over the premises
and near the road. In the market there are 7 (seven) tin shade market houses the base of
which have been made by soil and mud. Those houses are used for keeping and selling
cows & buffalos. Those houses were made by the market committee. They are enough in
number but there is maintenance problem of the waste which is made by livestock.

Figure 5.1 : Condition during hat day Figure 5.2 : Cow selling place
Source: Field Survey, 2014 Source: Field Survey, 2014

5.2. Tea stall, Restaurant and Retail Shop

Every growth centre (hat/bazaar) has some tea

stall & restaurant which give the local people
not only an eating place but also a social
gathering place. Growth centre like Asraf Ali
Chowdhury market has also some tea stall &
restaurant. There are three tea stall &
restaurant in the market which has not hygienic
place for eating. In the market there is also
some retail shop which has been used for
verity shopping purpose. Figure 5.3 : Tea stall & restaurant
Source: Field Survey, 2014
5.3. Utilities Services

Utilities services have great importance in any types of growth centre. But the utility
services of the Asraf Ali Chowdhury market as a growth centre is not sufficient. The
overall utility services offered by the market and their present condition have been given
here:

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Bangladesh Planning Research Conference (BPRC) 5-6 February 2016 Paper ID:514

5.3.1. Water Supply

In the growth centre there are 2 (two) tube-wells. But two tube-wells are not enough for
serving the visitors of the market. Above all the condition of the tube-well is not
satisfactory (Figure 5.4).

Figure 5.4 : Tube-well Figure 5.5 : Electric post & Lamp post
Source: Field Survey, 2014 Source: Field Survey, 2014

5.3.2. Electricity & Lamppost Facility

There is electricity in the market. So, it has good impact in the growth centre. The sellers
use electricity as it gets darker in the evening. But, there is limited lamppost in the
market. Moreover, during summer season, load-shedding becomes a nuisance for the
stakeholders (Figure 5.5).

5.4. Road Network

Existing transportation system of the Asraf Ali Chowdhury hat is found to be not so good
as for need. The main access road of the hat is narrow and full of traffic congestion.
There is not enough space for safe walking distance of the pedestrians. When any two
vehicles cross each other, traffic congestion is occurred and then no walking space for
pedestrian remains. This congestion produces secondary type of congestion into the
market while loading and unloading goods. In this market there is no place for parking.

Land-use chart of Ashraf Ali Chowdhury hat

Road network
17% 20%
Vegetable Market
6%
Fish Market
2%
1%
11% Meat Market
43%
Restaurant & tea stall
Livestock selling place
Free space

Figure 5.6: Land use percentage of Ashraf Ali Chowdhury hat

Source: Field Survey, 2014

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Bangladesh Planning Research Conference (BPRC) 5-6 February 2016 Paper ID:514

6. Problem in the Existing Market Facilities

Like other growth centres, Ashraf Ali Chowdhury market faces some problems. The
problem is generally arising in the hat day. The common problem which is faced by the
visitor of the market is perking, space, drainage, maintenance problem etc.

6.1. Lack of pedestrian way inside the market area

There is no separate pedestrian way for the buyers and sellers in the marker. Most
people walk through the main road and it creates traffic jam and occasionally occurs
accident in the crowded area of the market. That is why a separate pedestrian is a crying
need for the market.

6.2. Lack of temporary sales space for producers at peak periods

According to the demand there is a lack of sales place in the market. So many people sell
their product on the side of the road. So it hampers the regular circulation of the road as
well as the Market.

6.3. Lack of parking provision

Most of the vehicles, coming in the market

park along through the road side and inside
the market. It reduces the width of the road.
It directly affects the flow of vehicle in the
market. As it a market of cattle so many cow
and buffalo loaded trucks come in the
market and without having proper loading
unloading place the trucks have to load and
Figure 6.1 : Parking problem in inside the
unload the truck on the main road. It also
market
hampers the regular activity of the market
Source: Field Survey, 2014
(Figure 6.1).

6.4. Lack of Loading Unloading Facility of Livestock

As stated before, Ashraf Ali Chowdhury

market is basically a livestock market. So it is
quite obvious that most of the Cow, Cattle
and Buffalo etc have to be transported to
other rural markets as well as to urban
market. But there is no proper place for
loading unloading. The livestock are forced to
loading unloading (Figure 6.2).

6.5. Inadequate drainage, with produce

loss and potential health problems
Figure 6.1 : Loading of livestock
There is no proper managed drainage Source: Field Survey, 2014
system in the market area. So the waste
water of the market is thrown near the river
and pond. It pollutes the water of the pond and river. During the rainy season the market
is submerged and the activity is greatly hampered due to water logging. The existing
drainage is not also properly managed

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Bangladesh Planning Research Conference (BPRC) 5-6 February 2016 Paper ID:514

6.7. Inadequate provision for the hygienic toilet facility

In the whole market there is a lack of hygienic toilet facility for men and women. There is
only a toilet but it is not properly managed and is not in hygienic condition. So the market
coming people face a great problem due to lack of this facilities.

7. Proposal

After analysis of the present condition of the Ashraf Ali Chwdhury market if is found that the
market with its infrastructure is inadequate to serve the surrounding people of the lack of its
organization pattern and infrastructure. On the basis of making the market more functional
and facilities to be provided to the residents and visitors some proposal has been introduced
below.

Figure 7.1: Proposal of Ramp

Here over about three hundreds of cows and buffalos are sold every weekend. The place of
keeping the cow and buffalo situated near the road. Due to the low capacity of the road
congestion is occurred while loading and unloading of the cow and buffalos stopping the
trucks along roadside and solving of the congestion on the road and making easy loading
and unloading of cows and buffalo is a crying need. To solve this congestion on the road a
ramp is proposed to make easy loading and unloading of the cows and buffalos on the
ground situated on the side of the market.

Street lighting facility of the market is very poor. As a result, a feasible street lighting
proposal has been given. Within 20 meter interval, street lighting will be provided so that the
sellers as well as the buyers can come and browse their purchasable or sellable items.

Figure 7.2: Proposal of Street lighting

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Bangladesh Planning Research Conference (BPRC) 5-6 February 2016 Paper ID:514

The reason behind the proposal of the biogas plant is to proper use of well available cow
dunk which is considered as a resource to produce biogas which can be used in cooking and
lighting and our daily purpose. It is observed that a huge amount of cow dunk is wasted only
for the lack of proper waste disposal system. Keeping this fact in concern a biogas plant is
proposed behind the market at 2800 sq ft out of 8400 sq ft which kept as unused place of the
market. The biogas plant will be implemented in such way by which biogas will be provided
to the neighbour as utility service and after when the market will extend its area by needs of
visitors and goods after 10 years, this place will pave extended number of shops of the
market.

Figure 7.3: Concept design of a Biogas Plant

As observed the parking facility of the market is very poor for unplanned allocation of the
shops where the need for the parking facility was acute. Keeping the fact in mind as crying
need a suitable location for parking at the corner of market and near the main road at area of
527 sq ft and 700 sq ft is selected which places is also preferred by the stakeholders for
parking purpose. By the standards and feasibility of parking a 45 degree 12 ft design is
proposed for the proper management of the parking area.

Figure 7.4: Design for Parking Facility

Study showed that the spatial land use of the market is good but not efficient at all. A
medium amount of land is misused for the lack of the excellent organization and placement
of cow, buffalo shades and the temporary shops. On the basis of the proper land use of the
market an efficient spatial arrangement of the shops has been introduced as shown on the
proposal map. Before accomplishing the redesign work of the Ashraf Ali Chowdhury hat
project, the socio economic data has carefully analysed and the placement of structures for
hat has been determined using the optimum land use of needs according to the daily activity
for sustainable development defined by local government engineering department (LGED).
According to the requirements for efficient running of market, the questionnaire survey was
very essential which has greatly helped in accomplishing design work and ensured peoples

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Bangladesh Planning Research Conference (BPRC) 5-6 February 2016 Paper ID:514

participation efficiently. All of The rural markets are mostly located by the side of the road for
proper accessibility. But the managing committee of the rural market usually inefficient in the
managing and organizing the rural market sustainably which paves the way of haphazard
development and reduces the efficiency of market area.

Figure 7.5: Redesign of the Market

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Bangladesh Planning Research Conference (BPRC) 5-6 February 2016 Paper ID:514

8. Conclusion

Rural development is often subject to rural growth centre development. And redeveloping an
existing rural market is considered as a challenge for a planner. A planner has to choose
carefully the planning components, tools and also has to incorporate his ideas with public
and leading authorities’ opinion. For redevelopment or assessing existing condition,
analyzing of a rural market’s current structure is very much needed. Major part of the study
was made taking this factor under consideration. The selected market/growth centre has
been chosen for making a guideline to formulate new ideas, recommendation and proposals
concerning the infrastructure, socio-economic development and utility service improvement
of other alike rural market/growth centre of Raozan Upazila. Rural markets not only helps on
enhancing rural economy but also helps to provide farmers with adequate trading place
where they can meet with the buyers and sell their products to local people in a fare and
desirable price. Also dealers of livestock will be encouraged and motivated if a proper
management system of the market area is provided. Buyers should also feel free to come
and explore the market and make their purchases. The design considerations were based on
the needs of the buyers and the sellers and also the spatial requirements were considered to
create a proper trading and marketing environment.

The necessity of developing rural markets of importance’ to make it as a strong rural hub is
pretty obviously can be considered as a major lot changing situation for the rural people. A
developing country like Bangladesh which is largely dependent on its rural economy should
be able to supplement the available rural markets with adequate marketing facilities. So the
Government, NGO’s and private sector investment can be a vital scenario changing
phenomenon for improving the rural economic condition through redevelopment of rural
market.

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Department of Urban & Regional Planning

Jahangirnagar University, Dhaka 1342, Bangladesh