Marketing Channel and Pricing of Mangoes from Chapai Nawabganj to Dhaka Retail Market

Agricultural sector is the base of the economy of underdeveloped and developing countries like Bangladesh. Food sector is an important sector for any country. Food sector is directly related to agriculture, because most of the food products come from agricultural sector. Bangladesh is an agro-based and over populated country. Due to high demand of food for this large population agricultural sector has become more important. Various seasonal fruits are important food products of Bangladesh. Mango is one of the popular fruits of Bangladesh and the biggest portion of the mangoes is produced in northern region of the country especially in Chapai Nawabganj district. Distribution system and pricing are the most vital elements of marketing mix for agricultural products like mangoes. Quality, design, standard; features of agricultural products can not be controlled directly like manufactured products. Since brand is not used for most of the agricultural products as like mangoes. So the promotional tools are not generally used for these types of products. The premise of this study is to make field inquiry on distribution and pricing system of mangoes produced in Chapai Nawabganj and sold in Dhaka retail market. Chapai Nawabganj to Dhaka is the most important route of mango marketing in the country because Chapai Nawabganj is the greatest production area and Dhaka is the highest consumption area as it is the highest populated and capital city of the country