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Agricultural Marketing - Agricoolture
Agricultural Marketing - Agricoolture
Price, value and utility are related concept. Utility is the
attribute of an item that makes it capable of satisfying wants.
Value is the quantitative expression of the power a product
has to attract other products in exchange. Price is the amount
of money which is needed to acquire, in exchange some
combined assortment of a product and its accompanying
services.
Price Behaviour
A. Seasonal Price Variations. A price fluctuation that tend to
follow a more or less uniform pattern within the year and are
observed to conform to this pattern over a period of years.
For example, during the summer months when the supply of
some fruits and vegetables is at its peak, prices approach a
low point. All agricultural commodity prices experience this
pattern of seasonal price variation.
B. Annual Price Variation. In agriculture, a principal factor in
yearly price variability is changes in supply. The supply
available in any one year is based mainly on current
production and perhaps to some extent on imports and a
carry over from a previous crop year.
Crops tend to have greater swings in annual production
because (a) yields are sensitive to weather conditions and
pest, and (b) hectarage planted and harvested often can be
from year to year.
C. Trends. Trends in agricultural prices are associated with
general inflation and deflation in the economy and with
factors specific to agricultural products. These include
changes in the tastes and preferences of consumers, increase
in production and income and technological change in
production.
D. Cyclical Price Variation. Some farm prices fluctuate in
rather regular patterns. Livestock production and prices are
good example. This cycle can be explained by the Cobweb
Model.
PRICING STRATEGY
A. MANUFACTURING PRICING STRATEGIES
a. SKIMMNG the Market
This is done by holding at relatively high and promoting
the products distinctiveness and value.
b. Moving down the demand curve
Prices are set at relatively high and held there until the
market available at that point is pretty well saturated.
The prices are moved to a lower level and whenever
the market is saturated
c. Penetration Pricing
Widely used for products with a high degree of
price elasticity of demand.
d. Pre‐emptive Pricing
To set the price of a product so low that the
market is unattractive to competitors.
e. Extinction Pricing
f. Formula Pricing
g. Tie in Pricing
B. Retailers Pricing Strategies
a. Competitive Pricing
Retailers usually set prices to be near or equal to
those in other stores for products bought on a regular or
irregular basis
b. Psychological pricing
One practice is the use of odd‐centavo pricing to
give the appearance of having cut prices to the base
minimum.
c. Unit Pricing
Especially significant for low priced items. Pricing
items based on units.
d. Price Lining
Offering two or more classes of the same
product at different prices is known as price lining.
e. Special prices
This refers to price for a special occasions.
MARKETING CHANNELS
Marketing Channels refer to inter‐organizational system
made up of a set of interdependent institutions and agencies
involved in the task of moving products from their point of
production to the point of consumption.
Marketing channels vary according to the type of
commodity handled, time and location.
Producer ‐‐‐‐‐‐ > Retailer ‐‐‐‐‐‐‐ > Consumers
Contract buyer . Prevalent among fruits and vegetable
channels. Buying contracts between the buyer and the
producer are made even before the product is harvested.
Once an agreed price is set and a contract is made, the
contract buyer from there on takes care of the plants until
Wholesaler Middlemen who sell to retailers and other
middlemen in significant amount but not ultimate consumers.
Commission agent Middlemen who buys product in localized
areas. They buy products for other middlemen such as the
viajeros or assembler‐wholesaler and in return are given
commissions as payment for their service.
Wholesaler‐retailer Business operators who get the produce
in large quantities either from the wholesalers or contract
buyers. They usually have a permanent stall in the market.
Assembler‐wholesaler They buy from producers and contract
buyers, assemble the products in large volume and transport
them to market centers.
Butcher‐retailer These middlemen who buy live poultry and
livestock from the wholesaler or direct from the producer and
sell them in dressed or carcass form.
Retailer These are product handlers who serve as the last link
in the marketing channel. The have greater utility both in
rural and urban centers by selling directly to consumers.
APPROACHES TO THE STUDY OF AGRICULTURAL MARKETING
A. The Commodity Approach. The study may cover the
characteristics of the product, the market demand and supply
situation at the domestic and international levels, the
behaviour of the consumers in relation to a specific product,
and prices at the farm, wholesale or retail level.
B. Institutional Approach. The study of various agencies and
business structures involved in the marketing processes. This
attempts to answer the question “who?”
Grain Millers Own warehouse and mill and procure grains
from suppliers.
Commission Agent
C. Functional Approach. It study the functions or activities in
the marketing process.
a. Exchange Functions. Buying and selling
b. Physical Functions.
Storage/Transportation/Processing
c. Facilitating functions. Standardization/ Financing/
Risk bearing/ Market Intelligence/ Market research/
Demand creation.