Factors Affecting Value Chain of Dong Du Guava Speciality

Abstract

     The value chain of Dong Du guava speciality bears the characteristics of agricultural product with four major agents involved, i.e., farmers, wholesalers, retailers, and consumers. The study on Dong Du guava value chain revealed the limitations in market channels including low value added and poor diversity of the agents involved in the value chain. Soil characteristics, input supply, market and seasonality have significant effects on the value chain through the consumer prices. By contrast, brand promotion, distribution, packaging and storage have little impact on the consumer price. This reveals that the value chain of Dong Du guava speciality is incomplete and needs to be developed. The paper has also pointed out the key solutions to increase the product value chain.