Journal of Agricultural & Food Industrial Organization
Ed. by Azzam, Azzeddine
CiteScore 2018: 0.57
SCImago Journal Rank (SJR) 2018: 0.324
Source Normalized Impact per Paper (SNIP) 2018: 0.398
In this paper, we propose an optimal marketing decision model in the context of poor agrarian economies. We consider a risk averse banana producer who faces an optimal allocation decision on how much to sell to a cooperative vis-à-vis private traders. To validate the model, a numerical exercise was undertaken using farm-gate transaction data. The overall result suggests that under different risk scenarios, an optimal earning is obtained if a farmer allocates 70 to 85 percent of his produce to a cooperative and the rest in the private market. Any allocation more than 85 percent or less than 70 percent is likely to result in a sub-optimal solution given the current market structure and price setting.