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An Assessment Coffee Marketing Activities and Performance of Bonga Town Peasant Union

机译：邦加镇农民联合会的咖啡营销活动和绩效评估

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Ethiopia is the oldest coffee exporter in the world, even though In rural areas, householders are often geographically dispersed; roads and communications are poor, and the volume of business is insufficient to encourage private service provision. The purpose of this study is to assess the overall coffee marketing activities and performance of Bonga town peasant union. In this study, the type of research is descriptive. The rational for selecting this type of research is that the purpose of the study is describing the existing phenomenon of the coffee marketing activities and performance of Bonga town peasant union. This study employees both probability and non-probability sampling techniques. From non-probability convenience sampling technique was selected. Then, simple random sampling technique was used to select the representative sample from the population. The sampling frame for farmers was the registration list of the farmers around the town that consists of 443 at time of field survey. The combination of qualitative and quantitative data were employed. The data obtained from different sources is analyzed by using frequency tables and percentages. The main service found between farmers and the union is the marketing. The permanent customers for Coffee marketing union were member farmers, other farmers & local traders. From the supply side the farmers & other traders and the permanent buyer is the Union. The purchasing activity was done in most of the time by themselves and their family followed by using agents. The marketing service of the union is not that much fast and transparent and these results in poor performance of the union. Members in the study area, right after nominating the cooperatives managing body; were inclined to run away from their cooperatives and they were not controlling the physical and financial performances of their cooperatives. This situation opens the door for mismanagement of resources and lead to corruption. There were 33 private traders 13 cooperatives and four main marketing channels in which coffee was passing from producers to consumers. The first channel was passing coffee from producers via coffee marketing primary cooperatives to export through secondary cooperative (unions). In the second channel producers sold dried coffee to collectors who were selling to coffee marketing cooperatives to be exported directly through the Union. The third and the fourth channels participates rather larger number of marketing agents and in this way producers were selling their coffee either to collectors of dried cherry or wholesalers and collectors to wholesalers to export via exporter through auction market respectively. More active participation and coordination of members, directors, and managerial staff and government bodies are required to make the cooperatives become more competent and efficient, Giving greater emphasizes for member satisfaction the members, the management bodies and the staff members of the cooperatives need to be given a capacity building training in business planning and development and marketing management, Creating of conducive environment though formulation of sound cooperative policy that creates competitive cooperatives in satisfying their members.
机译：埃塞俄比亚是世界上最古老的咖啡出口国，尽管在农村地区，家庭住户通常在地理上分散。道路和通讯不畅，业务量不足以鼓励提供私人服务。这项研究的目的是评估Bonga镇农民联盟的整体咖啡营销活动和绩效。在这项研究中，研究的类型是描述性的。选择这种类型的研究的理由是，研究的目的是描述咖啡销售活动和邦加镇农民联合会绩效的现存现象。本研究对员工的概率和非概率抽样技术进行了研究。从非概率便利抽样技术中选择。然后，使用简单的随机抽样技术从总体中选择代表性样本。农民抽样框是该镇周围农民的登记表，现场调查时由443人组成。定性和定量数据相结合。通过使用频率表和百分比来分析从不同来源获得的数据。农民和工会之间发现的主要服务是营销。咖啡营销联盟的永久客户是成员农民，其他农民和当地商人。从供应方来说，农民和其他贸易商以及永久购买者是联盟。购买活动大部分时间是由他们自己和他们的家人完成的，然后使用代理商。工会的营销服务不是那么快速和透明，这导致工会的绩效很差。提名合作社管理机构后即为研究区域成员;倾向于逃离合作社，他们没有控制合作社的实物和财务绩效。这种情况为资源管理不善打开了大门，并导致了腐败。有33个私人贸易商，13个合作社和四个主要的营销渠道，其中咖啡从生产者传递到消费者。第一个渠道是将生产者的咖啡通过咖啡销售一级合作社从生产商那里转移到二级合作社（工会）进行出口。在第二个渠道中，生产者将干咖啡卖给了收集者，而收集者则卖给了咖啡营销合作社，直接通过联盟出口。第三和第四种渠道参与了相当多的营销代理，生产者通过这种方式将咖啡出售给干樱桃的收藏者或批发商，而批发商则将其出售给批发商，以通过出口商通过拍卖市场进行出口。需要使成员，董事，管理人员和政府机构更加积极地参与和协调，以使合作社变得更有能力和效率。更加强调会员的满意度，需要使合作社的成员，管理机构和工作人员在业务规划，开发和市场营销管理方面进行能力建设培训，通过制定健全的合作社政策来创建有利的环境，从而创造竞争性的合作社以使会员满意，从而创造有利的环境。

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