Factor influencing the choice of pineapple marketing channel In samarahan, sarawak

Abstract

Pineapple farming in Sarawak is mostly concentrated in Samarahan division due to the suitability of the land and the large number of people involved in this industry. The production of pineapple in Sarawak is for the domestic market only. Marketing channel decision is the most critical decision faced by farmers as it affects all other marketing decisions. Thus, the aim of this study is to examine the factors that highly influenced the farmer’s preference towards the marketing channels. The results of this study showed that smallholder farmers in Samarahan sold their pineapples to 7 channels. A multi-stage sampling approach was used to select a sample of 117 smallholder pineapple farmers in Samarahan, Sarawak. Primary data was collected using a structured questionnaire. The data was analyzed using both descriptive and inferential statistical analysis by using SPSS version 21.

Keywords: Pineapple; Farmers; Marketing; Marketing channels