Musara et al
Greener Journal of Agricultural Sciences Vol. 4 (7), pp. 302-309, August 2014.
Manuscript Number: 070814297
Debunking the Sorghum- Based Stock Feed Final Markets in Lusitu, Zambia: A Critical Success Factor Analysis Approach
Musara Joseph P.1, Dube Lighton2*, and Bediako Joyce1
1Faculty of Agriculture and Natural Resources, Africa University, P. O Box 1320, Mutare, Zimbabwe.
2Faculty of Commerce and Law, Zimbabwe Open University, National Office, P.O Box MP 111, Mt Pleasant, Harare, Zimbabwe.
*Corresponding Author’s Email: dubelig @gmail .com
Sorghum is an integral small grain in the economy of Zambia. The government has in recent years partnered with the private sector to strengthen value addition for the crop. This study was conducted from July to December 2013. The objective of this study is to present a Critical Success Factor (CSF) analysis of the sorghum- based stock feed final markets in Lusitu farming communities of Chirundu District, Zambia. This was achieved by using questionnaires, semi-structured interviews and focus group discussions. The radar charts were generated based on CSF analysis to explain dynamics of the final markets. A currency conversion rate of 1USD = 5 Zambian Kwacha was used. Study findings show that small consumers are mainly concerned with the prices while the large consumers aspire for price, delivery reliability and provision of financial support. On the other hand, suppliers place emphasis on conformance to buyer specifications as a sign of competence whereas buyers are more concerned with credit facilities and flexibility. It was recommended to provide marketing information to final consumers through establishing marketing linkage platforms within their localities.
Keywords: CSF, sorghum, stock feed, final, markets.
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