Journal of Food, Agriculture and Environment

Direct sale a good alternative marketing strategy for carrot vendors in Lushnja – Albania 

Author(s):

Anila Tanku ¹, Ledia Thoma ²*, Fatmir Guri ², Etleva Dashi ², Xhevaire Dulja ²

Recieved Date: 2013-02-03, Accepted Date: 2013-04-29

Abstract:

Direct marketing practices are considered as a suitable marketing strategy for small farmers unable to sell their products (especially vegetables) through traditional channels. In Albania, the most common of these practices is direct sale encountered in those areas known for typical products. This study focuses on carrots vendors on roadside stands in Lushnja District which is distinguished for the production of such a product in Albania. Through a set of open interviews there have been possible to make a personal profile of these vendors (farmers) as well as to collect information about individual sales’ practices and services attached to the products they sell on their stands. On the other hand, analyses of daily observed carrot prices on wholesale, retail and roadside stands levels helped to define profit margin of farmers applying such a practice. Results showed that these farmers benefit more than twice the price they would have got if they had sold the produce to wholesale traders. Highest profit margins are related to farmers’ facing modest transport and storage costs which due to the characteristics of stand location and some specific conditions are still very low and make them benefit to the maximum from this sale technique. 

Keywords:

Direct marketing, direct sale, profit margins, Albanian carrot vendors

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Journal: Journal of Food, Agriculture and Environment
Year: 2013
Volume: 11
Issue: 2
Category: Agriculture
Pages: 639-643

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