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Journal de la Recherche Scientifique de l’Université de Lomé

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Étude de l’emplacement des produits agricoles sur les principaux marches de Lome : cas des cereales

G.A. Abbey, A.K. Akakpo, E Aziabli

Abstract


L’emplacement est un facteur important de réussite de la commercialisation des produits agricoles sur les marchés publics. Cette étude a été initiée dans le but de contribuer à une meilleure organisation spatiale des points de vente de céréales sur les principaux marchés de Lomé. Elle a été faite à l’aide d’une enquête de terrain menée auprès des acheteurs avec un accent particulier porté sur la démarche du choix de l’emplacement des points d’achat et l’évaluation de l’appréciation globale de l’emplacement des points de vente. Les résultats ont été analysés au regard des exigences spécifiques des acheteurs et donnent à cet effet des orientations intéressantes quant à la gestion et la réorganisation spatiale des marchés publics.

Mots clés: céréales, marches, emplacement, acheteurs, appréciation, Lomé, Togo

English Title: Marketing of food grain products on the main markets of Lome: analysis of the retail sites and appreciation by buyers

English Abstract

The choice of site is a significant factor of success of the marketing strategy lay out by retailers to distribute agricultural products on the various public opened markets. Indeed on those markets it is observed differentiated strategies by the marketers with the ultimate goal being to increase sale volume and profitability. The current study aims to contribute to a better understanding of customers purchasing behaviors and to improve somewhat the spatial organization of cereal products retail outlets on the main markets of Lome. A survey was carried out focusing on the demand side as the interviews were carried out near the cereal products buyers on market days assessing key drivers of their choice of the site to purchase these goods as well as conducting an overall assessment of the site of the retail outlets. The results analyzed taking into consideration buyers’ specific requirements provide interesting orientations as for the management and the spatial reorganization of the public markets.

Keywords: Marketing, food grain products, retail sites, buyers’ preference, Lome, Togo




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