Research Proposal

ON
Accessibility marketing communication mix
To reduce the communication bureaucracy in farmer market
A study on
Natore sadar thana

Anima Karmakar

1) INTRODUCTION:
My chosen topic is about the farmer marketing. Farmer marketing is a
concept about direct linkage between farmer & final consumer. Communication is a big deal to apply this
concept. In our country there are many communication barriers to reach final consumer from local
farmers. More than one middleman works to reach goods from farmer to final consumers. In these cases
we see that final consumer buy a product in high prices but farmers selling these products within too low
prices. So maximum profit goes to middleman pocket & farmers became more poor and poor whereas
final consumers are not lucky enough to get fresh foods. This marketing communication gap gives more
chances to rich the middle man more and more.
Farmers frequently consider marketing as being their major problem. However, while they are
able to identify such problems as poor prices, lack of transport and high post-harvest losses, they are often
poorly equipped to identify potential solutions. Successful marketing requires learning new skills, new
techniques and new ways of obtaining information. Farmer marketing needs to be conducted within a
supportive policy, legal, institutional, macro-economic, infrastructural and bureaucratic environment.
New marketing linkages between agribusiness, large retailers and farmers are gradually being developed,
e.g. through contract farming, group marketing and other forms of collective action. Donors and NGOs
are paying increasing attention to ways of promoting direct linkages between farmers and buyers.
Nevertheless, spot markets will continue to be important for many years, necessitating attention to
infrastructure improvement such as for retail and wholesale markets. This is a new concept of Marketing
for Bangladesh perspective. There are some scope for conduct various analysis, choose a target market,
choose a position, develop appropriate marketing mix and may be provide appropriate marketing plan for
better implementation.

2) Background:

Farmers market:
A farmers market also known as greenmarket is a place where farmers sell their
products directly to consumers. Ultra-fresh produce, pastured meat and eggs, artisan cheeses, handharvested honey, and other fresh, small-batch foodstuffs are the benchmark of the best farmers markets.
Farmers' markets can offer farmers increased profit over selling to wholesalers, food processors, or large
grocery firms. This, due to the fact that the middlemen are locked out of the chain. By selling directly to
consumers, produce often needs less transport, less handling, less refrigeration, less time in storage.
Consumers often favor farmers' markets for reduced overhead: driving, parking, fresher foods, seasonal
foods, healthier foods, a better variety of foods, organic foods, pasture-raised meats, free-range eggs and
poultry, handmade farmstead cheeses, heirloom produce heritage breeds of meat and many less transportimmune cultivars disfavored by large grocers, a place to meet neighbors, chat, a place to enjoy an outdoor
walk while getting needed groceries. Individuals often favor farmers' markets as a way to personally
contribute to the community benefits of reducing transport, storage, & refrigeration.
According to Farmers Markets of America, customers drawn to farmers markets shop locally for three
main reasons: food quality, better prices, and a great social atmosphere. Evidence seems to show that
overall prices at a typical farmers' market are lower than prices at a supermarket because the process of
production is more concise; there is less distance to travel and fewer middlemen.
Farmers' markets may also contribute to innovative distribution means that strengthen civic engagement
by reducing the social distances between urban and rural communities. With fewer intermediaries, the
support of independent growers by local community members can enhance local economic opportunities
and health & wellness in poor communities.
Farmers markets are growing in number, and quickly! Farmers, shoppers and city planners are
discovering that these markets provide a vital link between consumers and farmers while also functioning
as a vibrant community center. Consumer trends are showing an ever-increasing demand for fresh,
healthy, locally grown food.
A significant advantage of farmers markets is that they are generally situated in an ideal location to reach
consumers. The fees for a space are usually very minimal and most regulations and restrictions- zoning,
sign, health department, business license- are already worked through by the sponsoring group. Little or
no packaging is required.

From above discussion we can view the major aspects of farmer marketing:

Farmers' markets help maintain important social ties, linking rural and urban populations and
even close neighbors in mutually rewarding exchange.

market traffic generates traffic for nearby businesses

buying at markets encourages attention to the surrounding area and ongoing activities

by providing outlets for 'local' products, farmers' markets help create distinction and uniqueness,
which can increase pride and encourage visitors to return.

Reduced transport, storage, and refrigeration can benefit communities too:

lower transport & refrigeration energy costs

lower transport pollution

Lower transport infrastructure cost (roads, bridges, etc.)

less land dedicated to food storage

MARKETING COMMUNICATION MIX:Marketing communications are the means by which firms

attempt to inform, persuade, and remind consumers directly or indirectlyabout the products and
brands they sell. Marketing communications works for consumer when they show how and why the
products are used by whom, where and when. Through communication process consumers can learn how
makes the products and what the producers stands for. The marketing communication mix such as ---advertising, sales promotion, events and experience, public relations and publicity, Direct marketing,
interactive marketing, word of mouth marketing etc. show the effective way to reach final consumer from
root level producer.
The communication process is [sender-encoding-transmission device-decoding-receiver], which is part of
any advertising or marketing program. Encoding the message is the second step in communication
process, which takes a creative idea and transforms it into attention-getting advertisements designed for
various media (television, radio, magazines, and others. Messages travel to audiences through various
transmission. The third stage of the marketing communication process occurs when a channel or medium
delivers the message. Decoding occurs when the message reaches one or more of the receiver's senses.
Consumers both hear and see television ads. Others consumers handle (touch) and read (see) a coupon
offer.

One obstacle that prevents marketing messages from being efficient and effective is called barrier. Barrier
is anything that distorts or disrupts a message. It can occur at any stage in the communication process.
The most common form of noise affecting marketing communication is clutter.
Marketing communication mix Develop and implement a comprehensive marketing plan that meets
farmers marketing goals & strategies.

Develop an annual marketing budget and monitor expenses

Develop key messages, identify target audiences and determine best methods of Communication
from farmer to final consumers

Promote markets, vendors and programs through blog, website, social media and others.

Select, and purchase advertising appropriate for markets and message

Assemble and manage a team of communications experts, consultants, volunteers and coworkers
as needed to define plans and implement each year Assure timely updates daily to weekly to
keep the public informed and attract shoppers

Edit internal communications materials as needed.

3) Objectives & necessarily of the project goal:

The main objective of this study is to find
out the communication bureaucracy between farmer markets to final consumers. As a researcher, the main
task is to find the right marketing communication mix and messaging to reach the farmers in an era where
the purchase process includes powerful new influences.

Specific objectives of the study:

a. To ensure the fair price of local farmers product,

b. To establish the linkage between direct rural farmer to final consumer.
c. To provide some policy to update farmers livelihood.
d. To facilitate connections between consumers, producers and the community
e. To increase the scope of more investment in farming sector.
4) National Development:
a. Advantages of farmers markets:-

These section present arguments backed up mainly with evidence from

the USA, where farmers markets have been flourishing for 15 years. The comparative lack of UK
evidence is merely because farmers markets are so new here.

i. The local economy:Farmers markets make economic sense. In the USA they are
seen as a sound business proposition. For example, 90% of Illinois 147 farmers markets are sponsored by
a Chamber of Commerce or merchants association, and the US Department of Agriculture report that
85% of Farmers markets are economically self-sustaining They can also command considerable turnover.
The 26th September 1999 farmers market in Winchester, Hampshire had sales of 30-35,000. The Stour
Valley farmers market injected between 60,000 and 100,000 into the rural economy in 1999.
Combined annual sales from 19 farmers markets in Ontario in 1998 were $73 million dollars A survey of
Rural Economic Development in New York State found that: Though they are not an economic
development panacea, farmers markets should be considered an important Component of a
comprehensive local economic development strategy. The rest of this section Sets out the local economic
benefits of farmers markets:

ii. Spending in farmers markets has a high multiplier effect in the local
economy:The multiplier is a measure of the number of times money circulates in
the local economy before leaving. A high multiplier means that money circulates more times in the local
area before leaving -money stays locally if it is spent on wages for local people or buying local produce; a
low multiplier means money leaves the local economy quickly on things like utility bills, profits to
investors based outside the area, insurance premiums, etc.
A strong local economy is particularly important in rural areas. The Government says that without a
strong local economic base, many rural communities risk becoming little more than dormitory facilities
for urban commuters Farmers markets can play a part in the economic development of areas.

iii. Farmers markets strengthen links between local businesses:Retail shops were
dependent on local producers and producers and wholesalers in turn depend on their rural outlets in the
market towns and villages. Farmers markets will help sustain and build up the local products. Farmers
market is the main pool to expand the local business.

iv. Farmers markets safeguard local jobs:-

As a developing country Bangladesh suffer

unemployment problem badly. If the concept of farmer marketing apply properly than a major portion of
unemployment people will give the opportunity to survive better than present situation. A trend towards
farmers markets, strengthening local links, can be expected to have net job gains.

v. Farmers markets increase the diversity of the local economy:It says that large
food stores can and have had an adverse impact on market towns and district centres. It is vital that those
responsible for the future of market towns and district centers take positive steps to improve the range and
quality of food shopping in those centers. Farmers markets offer additional choice and help strengthen
other small outlets.

vi. Farmers markets facilitate business expansion:As farmers markets grow, there will be
more opportunities for these rich local business links to grow, creating more local businesses. Farmers
markets also act as spurs for business start-ups and growth for producers, as well as retailers. The US
Department of Agriculture says that farmers markets play a vital role in enabling small to medium sized
growers to gain access to consumers. Without this access the existence of many small-sized growers
would be threatened
US experience shows that selling at a farmers market can also provide an opportunity for a part time
grower to make the transition to a larger operation. Farmers markets facilitate product development and
diversification. So as a developing country we expect to increase our product development &
diversification through facility more in farmers marketing.

vii. Farmers markets a new area of investment:

The investment scenario in rural
sector is not high. If the concept of farmer marketing adopted by both farmers & investors than this sector
will give the contribution to increase the rate of GDP.

5) Literature review:

Farmers marketing are a new concern in Bangladesh. Most of the people in

this country live in rural portion. They purchase their foods from local market. They are not concern
about the farmer marketing or green marketing. Some review is given bellowDenise Mainville, Assistant Professor, Agricultural and Applied Economics, Virginia Tech
says-Starting a farmers market is a challenging task with numerous issues to be tackled and activities to
sequence. While generating a customer and vendor base is clearly fundamental to the successful
establishment of a farmers market, there are also key administrative foundations that should be
established if the market is to get off on the right foot and have long-term viability.
Stopping by the local farmers market has become a weekly habit and personal joy for a growing
number of consumers. They happily purchase locally grown produce straight from the farmers, becoming
directly immersed in the simplified supply chain. From field to farm to kitchen table, the entire
transaction is an open book.By Mary Haderlein, Principal, Hyde Park Group Food Innovation
By Brigitte Moran Brigitte Moran A farmers market operates multiple times per year and is organized
for the purpose of facilitating personal connections that create mutual benefits for local farmers,
shoppers and communities. To fulfill that objective farmers markets define the term local, regularly
communicate that definition to the public, and implement rules/guidelines of operation that ensure that
the farmers market consists principally of farms selling directly to the public products that the farms have
produced
To the consumer, marketing may refer to the food marketing as the performance of all business activities
involved in the flow of food products and services from the point of initial agricultural production until
they are in the hands of consumer, given by Kohl and Uhl (2002).
Kotler (1994) describe this concept as selling what you make rather than making what you sell. He also
explain that some marketers have raised the question of whether the marketing

concept

is

an

appropriate organizational goal in an age of environmental deterioration, resource shortages,

explosive population growth, worldwide inflation, and neglected social service. The question is whether
the firm that does an excellent job of sensing, serving, and satisfying individual consumer wants is
necessary acting in the best long run interests of consumers and society.
Webstar (1992) comments, it is sobering to recall that the study of marketing did not always have a
managerial focus. The early roots of marketing as an area of academic study can be found, beginning
around 1910, a strong involvement with the sector created a concern for agricultural markets and the
processes by which products were brought to market and prices determined.

6) Research methodology:

6.1) Data Sources:

Data will be collected from multiple sources for this study.
Primary data will be collected from following respondent categories:
a)
b)
c)
d)
e)
f)

Local farmers
General people
Vendors
Supplier
Distributer
Customer/consumers

Secondary data will be collected from following sources:

Report published in newspaper, journal, and website.

Other relevant documents.

6.2) Method of collecting data

6.2.1) study area and location:
The study area will be covered in Rajshaji division. Two or three villages in
Rajshahi division will be selected for collecting data.

6.2.2) Types of survey:

Quantitative

data

will

be

collected

using

survey

method.

Survey

instruments/questionnaires finalized through face to face interview.

Qualitative data will be collected through group discussion with concern group related
farmer marketing.

7)

Reference
1. http://pubs.ext.vt.edu/448/448-502/448-502.html
2. http://hydeparkgroup.com/food-rethought/community-supported-agricultureclosing-the-gap-between-the-farmer-and-consumer/
3. http://farmersmarketcoalition.org/defining-devil-in-the-details/
4. wbiaus.org/5.%20Tajmeela.pdf

Expected outcomes & Conclusion:

Instead of giving money to large corporations or local market,
were supporting local farmers for their development. Spending in farmers markets has a high multiplier
effect in the local economy. Farmers markets strengthen links between local businesses. Farmers
markets safeguard local jobs. Farmers markets increase the diversity of the local economy. Farmers
markets facilitate business expansion.
Though farmers market have some disadvantages in terms of must transport produce, Do not have as
much control over promotion, Sell only when the market is open, Must deal with all types of people but
more research in this sector will help both farmers and consumers to communicate directly each other
with buying and selling more organic products and as well as enrich the economical situation of our
country where our country based on agriculture. It is not possible to remove all the middle man through
farmers to consumers communication channel but proper research work with marketing communication
mix can find the possible area to reduce the communication bureaucracy between local farmers and
consumers.