avoid any inputs likely to adversely affect the storage and/or processingproperties of the sorghum and will continually seek new and betterinputs which will add further value to his/her product in the eyes of thecustomer. In making his/her buying decisions his underlyingconsideration will be the effect upon the attractiveness of his/her outputto the markets he/she is seeking to serve.ii.Selling functioninvolves 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 areall included in selling function.b.Physical function- involves activities in movement and physicalchange of the commodity. i.Storage functionis primarily concerned with making goods available atcertain time. An inherent characteristic of agricultural production is thatit is seasonal whilst demand is generally continuous throughout the year.Hence, the need for storage to allow a smooth and as far as possibleuninterrupted flow of product into the market. Because of dealing with abiological product the grower does not enjoy the same flexibility as hismanufacturing counterpart in being able to adjust the timing of supply tomatch demand. In agriculture, and especially in developing countries,supply often exceeds demand in the immediate post-harvest period. Theglut reduces producer prices and wastage rates can be extremely high.For much of the reminder of the period before the next harvest, theproduct can be in short supply with traders and consumers having to paypremium prices to secure whatever scarce supplies are to be had. Thestorage function is one of balancing supply and demand. Both growersand consumers gain from a marketing system that can make produceavailable when it is needed. A farmer, merchant, co-operative, marketingboard or retailer who stores a product provides a service. That servicecosts money and there are risks in the form of wastage and slumps inmarket demand, prices, so the provider of storage is entitled to a rewardin the form of profit.ii.Transportation function- The transport function is chiefly one ofmaking the product available where it is needed, without addingunreasonably to the overall cost of the produce. Adequate performance16
of this function requires consideration of alternative routes and types oftransportation, with a view to achieving timeliness, maintaining producequality and minimizing shipping costs.Effective transport managementis critical to efficient marketing.iii.Processing function- Most agricultural produce is not in a form suitablefor direct delivery to the consumer when it is first harvested. Rather itneeds to be changed in some way before it can beused.