Abstract
This study investigated the factors that influenced the banana marketing chain and their impact on market dynamics in Palimbang as the banana market in Palimbang was a crucial agricultural product. In the Philippines, the banana industry played a vital role in local economies, with the country ranking third globally in banana production. Despite its significance, various challenges, including marketing bottlenecks, hindered profitability and fair pricing for consumers. These bottlenecks often resulted in reduced income for farmers and limited access to markets. Utilizing a quantitative approach, data was collected from 52 survey participants using random sampling technique. The findings indicated that the interconnection between marketing and production significantly affected farm outputs, often leading to stagnation or decline. This marketing constraint was crucial for enhancing profitability and ensuring affordable banana prices for rural consumers. The study revealed that the majority of the participants were well-informed about the banana marketing chain and its determinants, regardless of the scale of production. The consensus was that these factors greatly influenced the market flow in Palimbang. Hence, the agro-industry marketing chain for bananas in Palimbang played a critical role in the community’s economy, with marketing constraints being a key element in securing better returns and fair pricing for consumers. By improving the supply chain and ensuring fair pricing mechanisms, the lives of farmers could have been enhanced significantly. Moreover, boosting the banana industry would have had a positive ripple effect on the overall economy of Palimbang, making it an essential area for development and investment.
