Marketing Channel Selection by Pineapple Smallholder Growers in Samarahan, Sarawak

Abstract

The surging demand of pineapple creates opportunities for smallholder growers in maximising their income. However, the pineapple is a type of fruit that is very perishable in nature, thus it requires immediate sale to consumers for them to get the best quality of the fruit. Moreover, its commodity price also depends on its quality on the shelves. In this respect, it is important for the smallholders to decide for the best marketing channel to distribute their farm produce to get maximum profit. This study was conducted to investigate the preferred pineapple marketing channel among smallholder pineapple growers in Samarahan, Sarawak. Questionnaires were distributed to 123 respondents and the data was analyze using SPSS (Statistical Package for Social Science) version 22. The findings show that the most popular marketing channel is farmer’s market.