Avoid any inputs likely to adversely affect the

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avoid any inputs likely to adversely affect the storage and/or processing properties of the sorghum and will continually seek new and better inputs which will add further value to his/her product in the eyes of the customer. In making his/her buying decisions his underlying consideration will be the effect upon the attractiveness of his/her output to the markets he/she is seeking to serve. ii. Selling function involves activities such as display of goods, advertising and other promotional devices that will influence demand. 15
Likewise the decision regarding the unit of sell in marketing channel are all included in selling function. b. Physical function - involves activities in movement and physical change of the commodity. i. Storage function is primarily concerned with making goods available at certain time. An inherent characteristic of agricultural production is that it is seasonal whilst demand is generally continuous throughout the year. Hence, the need for storage to allow a smooth and as far as possible uninterrupted flow of product into the market. Because of dealing with a biological product the grower does not enjoy the same flexibility as his manufacturing counterpart in being able to adjust the timing of supply to match demand. In agriculture, and especially in developing countries, supply often exceeds demand in the immediate post-harvest period. The glut reduces producer prices and wastage rates can be extremely high. For much of the reminder of the period before the next harvest, the product can be in short supply with traders and consumers having to pay premium prices to secure whatever scarce supplies are to be had. The storage function is one of balancing supply and demand. Both growers and consumers gain from a marketing system that can make produce available when it is needed. A farmer, merchant, co-operative, marketing board or retailer who stores a product provides a service. That service costs money and there are risks in the form of wastage and slumps in market demand, prices, so the provider of storage is entitled to a reward in the form of profit. ii. Transportation function - The transport function is chiefly one of making the product available where it is needed, without adding unreasonably to the overall cost of the produce. Adequate performance 16
of this function requires consideration of alternative routes and types of transportation, with a view to achieving timeliness, maintaining produce quality and minimizing shipping costs. Effective transport management is critical to efficient marketing. iii. Processing function- Most agricultural produce is not in a form suitable for direct delivery to the consumer when it is first harvested. Rather it needs to be changed in some way before it can be used.

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