Inefficiencies in pineapple retail marketing and their influence on profitability of pineapples in markets around Kampala: a case of Kalerwe and Nakasero markets

Abstract

Marketing of Pineapples is a complex phenomenon due to their perishable nature, seasonality and bulkiness, and as such, an efficient marketing system is required. This study was therefore carried out to examine the marketing inefficiencies and their influence on the profitability of pineapples in Kalerwe and Nakasero markets in Kampala Uganda. Data was collected using well-structured questionnaires from 50 respondents comprising 25 respondents from Nakasero market and 25 respondents from Kalerwe market selected using simple random sampling. Descriptive statistics, multiple regression analysis and marketing efficiency measure were the major analytical tools employed for the study. Results of the multiple regression analysis showed that the storage and transport costs negatively impacted on the profitability whereas the packaging, capital and handling costs impacted positively on the profitability of pineapple. The results also showed that neither of the costs significantly influenced profitability in Kalerwe and Nakasero markets. Based on the study findings, it is recommended that a further study on the inefficiencies in marketing of agricultural produce regarding other factors such as competition in market, consumer satisfaction and price, among others. Improvement of rural infrastructure e.g. roads to reduce losses during transportation. The government should come up with Adult literacy programmes to educate the traders and raise their efficiency in pineapple marketing