The Zimbabwean Horticultural Marketing Sector in Towns

THE ZIMBABWEAN HORTICULTURAL

MARKETING SECTOR IN TOWNS

A SURVEY IN CHALLENGES OF THE SMALLHOLDER/

INFORMAL SECTOR IN COMPARISON WITH THE FORMAL

SECTOR

A DESRIPTIVE RESEACH STUDY

 Bardwell Chingwena

MUTARE, SEPTEMBER 2003

TABLE OF CONTENTS

SECTION                                                                        PAGE

1. TITLE PAGE                                                                1

1. ABSTRACT                                                                        4

1. ACKNOWLEDGEMENTS                                                        5

1. LIST OF TABLES                                                                6

1. PHOTOGRAPHS                                                                6                

1. ABBREVIATIONS                                                                6

1. CHAPTER 1  - INTRODUCTION                                                7

           1.1 - PROBLEM STAEMENT AND JUSTIFICATION        8

1. CHAPTER 2 – LITERATURE REVIEW                                        9

1. CHAPTER 3 – METHODOLOGY                                                12

                                    3.1 – PLAYERS IN THE RESEARCH                        12

                        3.2 – SAMPLE SIZE                                                13

                        3.3 – SAMPLING DATA                                        13

                        3.4 – DATA COLLECTION METHODS                        13

1. CHAPTER 4 – RESEARCH FINDINGS                                        14

        4.1 – DEMOGRAPJIC PROFILE                                14

        4.2 – PRODUCE DATA                                        15

        4.2.1 – SUPPLIERS                                                15

        4.2.2 – PACKAGING                                                15

        4.2.3 – SERVICES                                                16

        4.2.4 – CUSTOMER BASE                                        16        

1. CHAPTER 4 – RESEARCH FINDINGS                                                                                

                4.4 – COMPARISONS                                                17

        4.4.1 – PACKAGING PRICES AND SERVICES                        17

                        4.4.2 – COMPARISON TABLE- PRODUCE QUALITY                18

                        4.4.3 – STATISTIC                                                        19

1. CHAPTER 5 – DISCUSSION                                                        21

5.1 - DISCUSSION FROM LITERATURE REVIEW                21

                        5.2 – DISCUSSIONS OF RESEARCH OBJECTIVES                21

1. CONCLUSIONS AND RECOMMENDATIONS                                        24

6.1 – SUMMARY                                                        24

6.2 – CONCLUSION                                                        24

6.3 – RECOMMENDATION                                                24

1. REFERENCES                                                                        25

15.  APPENDICES                                                                        26

        APPENDIX   I - TABLES, CHARTS AND PHOTOGRAPHS                        27

        APPENDIX II - RESEARCH QUESTIONNAIRES

ABSTRACT

Informal sector horticultural marketing information in Zimbabwe is scanty. The project

looked at the informal market in pursuance of objectives such as the status of the

vendors in terms of type, size, customer base, major challenges and comparison with

the formal sector. It also tried to answer the question on why the majority of people

prefer the informal sector market.

Thirty participants were chosen from the informal sector and three from the formal

sector. A non-probability technique was used. Data was collected from literature, case

study, and survey observation, questionnaire and key informant interviews.

ACKNOWLEDGEMENTS

I would like to thank all the participants who made it possible to conduct

this descriptive research study in Mutare. I would like to recognize the

support provided by my immediate family throughout the research process. I

wish to thank management at Leon’s Fruit Store in Fairbridge Park, T.M.

Supermaket in Sakubva, Manica Produce Market and the informal traders in

the city and also at Sakubva Market. I am indebted to the survey team of

ladies and gentlemen who volunteered their time and services in carrying out

data collection as well as participating in the data analysis. Last but not least,

I wish to thank all the people who were interviewed and whose input has

resulted in the successful completion of this research project.

Bardwell Chingwena

(Researcher)

LIST OF TABLES

1. Quality of fruits and vegetables from day 1 to day 7.

2) Research findings – quantitative data

PHOTOGRAPHS

1. T.M. Supermarket Vegetable Section

1. Town Informal Traders

1. Sakubva Market Informal Traders

1. Comparison of Tomatoes (Day 1)

1. Comparison of Tomatoes (Day 7)

ABBREVIATIONS

        ADAF – Agricultural Development and Assistance Fund

        AREX – Agricultural Research and Extension

1             INTRODUCTION

      Zimbabwe’s economy has an agricultural backbone and the marketing of horticultural