African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 159

Full Length Research Paper

Marketing practices and challenges of Mung Bean in Ethiopia Amhara Regional State: North Shewa Zone in focus

Mohammed Ahmed
  • Mohammed Ahmed
  • Management Department, College of Business and Economics, Debre Berhan University, P. O. Box 445, Debre Berhan University, Ethiopia
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Muhammed Siraj
  • Muhammed Siraj
  • Department of Economics, Debre Berhan University, P.O. Box 445, Debre Berhan University, Ethiopia
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Said Mohammed
  • Said Mohammed
  • Biology Department, College of Natural and Computational Sciences, Debre Berhan University, P. O. Box 445, Debre Berhan University, Ethiopia
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  •  Received: 21 March 2015
  •  Accepted: 25 May 2015
  •  Published: 31 May 2017


Mung beans are grown widely for use as a human food (as dry beans or fresh sprouts), but can be used as a green manure crop and as forage for livestock. This study assessed the marketing practice and challenges of Mung bean in the Amhara Region, North Shewa Zone. Descriptive analysis techniques were used for conducting this research. From the nine selected districts, 1,350 producers, 115 traders and 10 experts/professionals were taken as a sample using convenience sampling techniques. The interviewer administered questionaire and field observations were employed for the fruit of this study. The finding showed that, although the North Shewa Zone has prospected potential in producing Mung bean and supplied to Ethiopia commodity exchange market, currently its production amount is low due to production and marketing challenges. The unpredictable rainfall, prevalence of pests and diseases, lack of input supply and development, and lack of proper storage and handling were among the identified production challenges. On the other hand, it is identified that low level of local consumption, inappropriate market chain, lack of market information, price impulsiveness, lack of stakeholder’s commitment, limited market promotion and lack of finance were major marketing problems for Mung bean products. In line with this, season and quality were the main determining factors of the price of the product. Lower bargaining power of producers relative to traders makes them to earn less out of it.


Key words: Commodity market, Ethiopia commodity exchange, Mung Bean.