Marketing channel of organic longan in domestic and foreign markets

Abstract

This study was aimed to explore marketing channel of organic longan in domestic and foreign markets as well as problems encountered of the northern organic longan group. Data collection was done through in-depth interview and focus group discussion. Results of the study revealed that the northern organic longan group had marketing channel of organic lognan both in domestic and foreign markets. It was found that domestic market employed two channel: selling organic longan directly to consumers and selling organic longan to middlemen. For foreign market, it was found that the northern organic longan group sold their yields to middlemen and after that the middlemen sent it to foreign market. In the case of domestic market, organic longan was mostly sent to Top Supermarket. For foreign market it was mostly sent to Singapore, European and Asian countries. For problems encountered, the following were found: an amount of organic longan was inadequate for need of the market; uncertainty of organic longan yields in each year; few organic longan markets; and increased production costs due to high price of gasoline.