Exploring the Nexus between Marketing Challenges and Distribution Channels: Insights from Chilli Growers in Taluka Kunri, District Umerkot, Sindh

Abstract

This research is crucial to understanding the complex challenges of chilli growers in Taluka Kunri, District Umerkot. This significant chilli-producing region contributes 55% of the total production in Pakistan. Despite being a major contributor to the country's chilli output, growers face substantial obstacles such as price volatility, inadequate storage facilities, and a lack of cooperative marketing associations. These issues hinder their ability to secure favorable prices and manage produce effectively. The study employed a survey approach by targeting 100 chilli growers across the four randomly selected union councils of Taluka Kunri. The structured questionnaire was used to collect the data covering socioeconomic characteristics, marketing problems, and marketing channels. The sampling approach involved a random selection of 25 farmers from each union council, UC Chajro, UC Bustan, UC Memon Kunri, and UC Mai Bakhtawar. Statistical analysis was conducted using SPSS software, employing descriptive statistics and Likert scale analysis to quantify and interpret growers' perceptions and experiences. The research highlights a discrepancy between the most used marketing channels and those perceived as most beneficial. While multi-tiered channels are commonly used due to lower costs, direct sales from producers to consumers are seen as more advantageous despite higher expenses. This suggests that growers prioritize cost-effectiveness over potential returns. The strategy proposes implementing minimum support prices, improving infrastructure, enhancing access to credit and insurance, and promoting direct marketing channels. These measures aim to create a more sustainable and profitable environment for chilli production in Kunri District, addressing both immediate marketing challenges and long-term economic growth.