Abstract

The study aimed to measure the marketing efficiency of date at wholesalers in Khartoum State in the year 2013. The study depended mainly on primary data which was collected through questionnaire. About 35 of wholesaler were selected through simple random sampling. Also, secondary data was collected from sources related to topic of the study. The data was analyzed using descriptive statistics tool. Also, quantitative analysis techniques were used to calculate net marketing margins and marketing efficiency for wholesalers. The study revealed that 82.9% of wholesalers bought the product from local traders. On the other hand, about 68.6% of wholesalers sold their product to retailers. About 25.30, 33.20, 13.30 and 7.40 SG/Sack represented Gross Marketing Margins for Gondaila, Tomoda, Brakawie and Gawa, respectively. About 25.25, 6.15, -13.75 and -20.65 SG/Sack represented Net Marketing Margins for Gondaila, Tomoda, Brakawie and Gawa, respectively. The Shepherd’s Formula indicated that Gondaila, Tomoda, Brakawie and Gawa got marketing efficiency equal to 17.41, 13.09, 06.06 and 02.45, respectively. The main obstacles that facing wholesalers in marketing of date were follows: transportation cost, taxes, losses and finance. Increasing Net Marketing Margins at wholesaler’s Brakawie and Gawa in Khartoum market through reducing marketing costs (minimize economics and normal risks (balance between supply and demand beside control store pest) transportation and taxes cost items). In this efficiency activity, investment and credit services should be encouraged and provided, respectively.

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