Marketing channel selection by pineapple smallholder growers in Samarahan, Sarawak

Aqila Nahar, . and Abdul Rahman Saili, . and Nur Masriyah Hamzah, . and Ahmad Shahir Abd Aziz, . and Zubaidah Yusop, . (2020) Marketing channel selection by pineapple smallholder growers in Samarahan, Sarawak. Malaysian Journal of Agricultural Economics (Malaysia), 29 (1). pp. 1-11. ISSN 2756-8288

The surging demand for pineapple creates opportunities for smallholder growersin maximising their income. However, the pineapple is a type of fruit that iseasily perishable, thus it requires immediate sale to consumers and shorter shelf-life 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 on the best marketing channel to distribute their farm produce to generate maximum profit. This study was conducted to investigate the most preferred pineapple marketing channel among smallholder pineapple growers in Samarahan, Sarawak. Questionnaires were distributed to 123 respondents and the data was analysed using descriptive analysis. The findings showed that the most popular marketing channel selected by pineapple smallholder farmers was the farmer’s market and the least selected marketing channel was restaurant and online selling. With the introduction of the Fourth Industrial Revolution (IR4.0) by the government, it is essential to provide online marketing education via an online platform to farmers so that it creates marketing opportunities for selling their products and thus contribute to the overall economy.

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Abstract

The surging demand for pineapple creates opportunities for smallholder growersin maximising their income. However, the pineapple is a type of fruit that iseasily perishable, thus it requires immediate sale to consumers and shorter shelf-life 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 on the best marketing channel to distribute their farm produce to generate maximum profit. This study was conducted to investigate the most preferred pineapple marketing channel among smallholder pineapple growers in Samarahan, Sarawak. Questionnaires were distributed to 123 respondents and the data was analysed using descriptive analysis. The findings showed that the most popular marketing channel selected by pineapple smallholder farmers was the farmer’s market and the least selected marketing channel was restaurant and online selling. With the introduction of the Fourth Industrial Revolution (IR4.0) by the government, it is essential to provide online marketing education via an online platform to farmers so that it creates marketing opportunities for selling their products and thus contribute to the overall economy.

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Item Type:	Article
AGROVOC Term:	pineapples
AGROVOC Term:	marketing channels
AGROVOC Term:	income generation
AGROVOC Term:	smallholders
AGROVOC Term:	consumers
AGROVOC Term:	fruit quality
AGROVOC Term:	profitability
Geographical Term:	Malaysia
Depositing User:	Mr. Khoirul Asrimi Md Nor
Date Deposited:	21 Apr 2026 06:41
Last Modified:	21 Apr 2026 06:41
URI:	http://webagris.upm.edu.my/id/eprint/3806

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