MARKETING ISSUES ON APPLE PRODUCTION

(A STUDY OF TATOPANI RURAL MUNICIPALITY, JUMLA)

A Project Report
Submitted in Partial Fulfillment of the Requirement for
the Degree of Bachelor of Business Studies (BBS)

Submitted By
Amar Rawat
Exam Roll No.: 2405080003
M.U. Regd. No.: 2019-67-2-1001-0213

Submitted To
Central Department
Graduate School of Management
Mid-West University
March 2025
 DECLARATION

I, hereby, declare that this project report entitled Marketing Issues on Apple
Production: A Study of Tatopani Rural Municipality, Jumla submitted to
Graduate School of Management, Faculty of Management, Mid-West University,
Birendranagar, Surkhet is the best of my knowledge is original; no part of it was
earlier submitted for the candidature of research degree to any university.

………………

Amar Rawat

BBS 8th Semester

Central Department of Management

Mid-West University
Birendranagar, Surkhet

I
 RECOMMENDATION

I am pleased to certify that Amar Rawat has completed his project report work
entitled Marketing Issues on Apple Production: A Study of Tatopani Rural
Municipality, Jumla as a partial fulfillment of the requirement for Degree of
Bachelor in Business Studies (BBS) under my supervision following the respective
guidelines for paper documentation.

I, therefore, recommend the project report for acceptance and approval.

............................

Manoj Paudel

Assistant Professor

(Internal Supervisor)
Mid-West University

Date: 2081/11/11

II
 APPROVAL SHEET

We approve the project report entitled Marketing Issues on Apple

Production: A Study of Tatopani Rural Municipality, Jumla undertaken by Amar
Rawat has been found satisfactory for the award of Degree of Bachelor in Business
Studies (BBS).

Assistant Professor Manoj Paudel Signature: .....................

Internal Supervisor Date: .............................

Assistant Professor Yam Bahadur Devkota Signature: .....................

External Supervisor Date:................................

Date: 2081/11/16

III
 CERTIFICATE OF ACCEPTANCE

Following a successful presentation and evaluation by The Research

Evaluation Committee, this project report Marketing Issues on Apple Production:
A Study of Tatopani Rural Municipality, Jumla submitted by Amar Rawat has
been accepted and forwarded to the university for awarding Degree of Bachelor in
Business Studies (BBS).

Research Evaluation Committee

Assistant Professor Khem Raj Rawat Signature: ……………...

Chairperson (Head of Department)

Assistant Professor Manoj Paudel Signature: ……………...

Member (Internal Supervisor)

Assistant Professor Yam Bahadur Devkota Signature: ……………

Member (External Supervisor)

Date: 2081/11/22

IV
 ACKNOWLEDGEMENT

I feel glad to present the project report entitled Marketing Issues on Apple
Production: A Study of Tatopani Rural Municipality, Jumla which is especially
for the partial fulfillment of the Degree of Bachelors of Business Studies (BBS). The
main motto of this study is to assess the marketing issues on apple production: A
Study of Tatopani Rural Municipality, Jumla. Undertaking the Bachelor's degree is
truly a difficult and challenging journey. Despite being a tough task, tremendous
support and indescribable inspiration from various individuals leads to the successful
completion of the journey.

First, I would like to express my immense gratitude towards my distinguished

teacher and supervisor Assistant Professor Manoj Paudel and external supervisor
Assistant Professor Yam Bahadur Devkota for their valuable support, inspiration
and guidance during the entire period. Similarly, I would like to acknowledge the
continuous inspiration and support of the Head of Department Assistant Professor
Khem Raj Rawat (Mid-West University), for the completion of my Bachelor's
degree.

The acknowledgement will not be complete without recognizing the

administrative support and motivation of faculty and administrative staff of Central
Department of Management, Mid-West University during the entire research work. I
would also like to thank all my family members and my dearest friends for technical
assistance and my relatives who are the source of inspiration and motivation for the
successful completion of this work. Last but not the least, I would like to express my
deep gratitude towards all helping hands who were directly or indirectly involved
during any stage of the research.

Amar Rawat

V
 TABLE OF CONTENTS

DECLARATION I

RECOMMENDATION II

APPROVAL SHEET III

CERTIFICATE OF ACCEPTANCE IV

ACKNOWLEDGEMENT V

TABLE OF CONTENTS VI

LIST OF TABLES VIII

LIST OF FIGURES IX

ABBREVIATIONS X

CHAPTER I: INTRODUCTION

1.1 Background of the Study 1

1.2 Scope of the Study 9

1.3 Objectives of the Study 10
1.4 Research Questions 11

1.5 Conceptual Framework of the Study 11

1.6 Research Methodology 14

1.8 Limitations of the Study 16

1.9 Organization of the Study 16

CHAPTER II: PRESENTATION AND ANALYSIS OF DATA

2.1 Personal Information of the Respondents 17

2.1.1 Age Status of the Respondents 17
2.1.2 Gender Status of the Respondents 18

2.1.3 Caste Status of the Respondents 19

2.1.4 Religious Status of the Respondents 20

2.1.5 Educational Status of the Respondents 21

2.2 Analysis of Independent Variables 22

VI
 2.2.1 Agri-Knowledge 22

2.2.2 Transportation 23

2.2.3 Processing Facility 25

2.2.4 Market Infrastructure 26

2.2.5 Packaging Material 27
2.3 Apple Production in Jumla 29

2.4 Major Findings 30

CHAPTER III: SUMMARY, CONCLUSION AND RECOMMENDATIONS

3.1 Summary 35

3.2 Conclusion 35

3.3 Recommendations 37

REFERENCES

APPENDIX

VII
 LIST OF TABLES

Table No. Description Page No.

1 Age Status of the Respondents 17

2 Gender Status of the Respondents 18

3 Caste Status of the Respondents 19

4 Religious Status of the Respondents 20

5 Educational Status of the Respondents 21

6 Agri-Knowledge as the Marketing Issues on Apple Production 22

7 Transportation as the Marketing Issues on Apple Production 24

8 Processing Facility as the Marketing Issues on Apple Production 25

9 Market Infrastructure as the Marketing Issues on Apple Production 26

10 Packaging Material as the Marketing Issues on Apple Production 28

11 Apple Production 29

VIII
 LIST OF FIGURES

Figure No. Description Page No.

1 Conceptual Framework of the Study 11

2 Age Status of the Respondents 18

3 Gender Status of the Respondents 19

4 Caste Status of the Respondents 20

5 Religious Status of the Respondents 21

6 Educational Status of the Respondents 22

IX
 ABBREVIATIONS

APP Agriculture Perspective Plan

DADO District Agriculture Development Office
DAO District Agriculture Office
DDC District Development Cooperation
FAO Food and Agriculture Organization
GOs Government Organizations

HMG His Majesty's Government

IAAS Institute of Agriculture and Animal Science

INGOs International Non-Governmental Organizations

IPM Integrated Pest Management (IPM)
MoAD Ministry of Agriculture Development
NGOs Non-Governmental Organizations
SNV Stichting Nederlandse Vrijwilligers (Foundation of Netherlands Volunteers)

VDCs Village Development Committees

X
 CHAPTER I
INTRODUCTION
1.1 Background of the Study

Apple production has grown as an alternative to popular black marsi rice

among farmers of Jumla in the remote Karnali region of Nepal. The farmers have
started cultivating apples in search of an easy way of income after local rivers started
eroding their paddy fields during the rainy season. A decade ago though, Nepali
remembers the whole field was filled with kali marsi rice plants. But, today, the same
field is filled with plants of apples. For farmers, this has been a way out after the river
washed away their ready-to-be-harvested paddy, an incident that still haunts the
farmers. Every year from around March to November, farmers were seen taking the
lead and working hard to cultivate rice in this place. Now, the situation is been better.
In the past, the production of rice would be less and in August/September, when the
river flow would increase, it would cause a flood and destroy the harvest and hard
work of the whole year. But now, not just apples, the farmers grow beans, black
lentils, legumes and vegetables, including potatoes, cauliflower, radishes, carrots and
tomatoes (Upadhyaya, 2021).
Among deciduous fruits, apple is the most important crop in terms of area,
production and household economy in remote mountain districts of Nepal. Apple is a
prominent and one of the important prioritized high value cash crops in the high hills
of Nepal (APP, 2015). It is the fourth most extensively produced deciduous fruit crop
worldwide. Largest productive area under apple in Karnali zone is found in Jumla
district (3000 ha) followed by Kalikot (1,613 ha), Mugu (950 ha), Dolpa (850 ha) and
Humla (450 ha) respectively (FAO, 2022).
According to MoAD (2022), export of fresh apple is 22.9 mt (worth NRs.
83,226) to India and China while its import is about 56,447.02 mt (worth NRs.
1,923,637,048) from China, India and USA and it indicates the high demand for this
crop. Nepal government introduced apple in Jumla in 1970s and all 30 VDCs of the
district have equally suitable climate for apple production (DADO, 2022).
About 3000 hectares of the Jumla's agricultural land has been utilised for the
commercial production of delicious apples. Apple-based horticultural practice is now

1
considered the most effective utilisation of natural resources in the hilly tracts of the
district (DADO, 2022).
Nepal, a hilly country, is very much prone to natural hazards such as
landslides, floods and soil fertility degradation due to its fragility, physical geography
and prevailing climatic situations. At one side, Nepal’s such physical structure with
rugged and rough terrain has made it inaccessible making people’s life problematic
and difficult, but on the other side its natural scenic beauty, panoramic mountain
views, courageous simple friendly people and diverse climatic conditions have been
immensely attracting foreign trekkers, mountain climbers and internal as well as
external development organizations in assisting poor Nepalese people to develop
socially and economically through implementation of health, literacy, income
generating and other social sector development programs (Kafle & Atreya, 2013).
Looking back into the history of introduction of improved apple cultivation in
Nepal, it was first initiated in 1937 during the Rana regime when improved varieties
of apple saplings were imported from Japan and Italy and planted at different places
in Kathmandu valley. But these introduced apple varieties did not grow satisfactorily
and disappeared without record and documentation. Records on apple developments
reveal that the systematic apple development program in the country commenced with
the assistance from Government of India in 1960s. Numerous horticulture
development centers were established all over the country taking into consideration
the climatic potentiality of the area and the natural growing of local wild type of fruit
varieties. The fruit development program indicates that apple development program
got further impetus during the Third Five-Year Plan period (1965 - 1970) When
HMG/Nepal adopted the long term policy of fruit development as a major agricultural
activity in hills to better the living level of participating farmers. Area under apple
fruit rapidly expanded and many private apple nurseries were established to meet the
sapling demand. In 1977, clonal dwarf rootstocks of Melling Merton series, were
imported from U.K. along with their growing technologies under Hill Agriculture
Development Project, a FAO assisted project. However, experiences on apple
cultivation to date indicate that Jumla and Mustang are the most successful districts in
Nepal in terms of productivity and quality of apples produced, and other ten districts
following them have also been identified for apple growing and Solu is the lone
district falling in the list from eastern Nepal (Kaini & Singh, 1998).

2
 Nepal is bestowed upon by nature tremendous potentiality for growing
multiple fruit types and varieties. In order to exploit this gift of nature, the country has
prepared a horticulture master plan in 1991 implementation of which is expected to
alter the Nepal’s hilly farmer’s life positively and the country’s economy as well. The
master plan has accorded apple as one of the priority fruit crops. Similarly, the long
term twenty year Agriculture Perspective Plan (APP, 1995-2015) has also ranked
apple crop as a prioritized fruit crop for temperate hilly areas of Nepal. In line with
the recommendations given in above plans, the Directorate of Fruit Development,
Department of Agriculture, has also been endeavoring to develop this fruit putting
under long term vision. The Directorate has identified eleven hill districts in Mid and
Far Western Nepal as most suitable apple producing potential districts and the pocket
package commercial apple production program is being implemented in these districts
with priority. Besides above, Special Karnali Zone Development Program is also in
operation that provides apple farmers with many subsidized facilities such as
subsidized saplings, plant protection equipment and chemicals, packaging materials,
horticultural tools and air fruit transportation subsidy (Rana, 2007).
In case of Jumla district, it is fortunate that it falls under the priority districts
as identified and approved by Ministry of Agriculture and Cooperatives for apple
promotion in Nepal. However, DADO, Jumla has prioritized apple fruit in the district
agriculture development plan of Jumla district and has been selected to carry out
apple pocket development program. It is a much known fact that Nepal is one of the
least developed countries in the world. Rapid population growth, unemployment,
geographical barriers and poverty are some of the main constraints for development,
especially in the hilly rural areas. The government alone with limited resources can do
small to eradicate the above barriers and accelerate the pace of development all over
the country. Hence, numerous national and international non-governmental
organizations are helping this country in its endeavor to attain sustainable
development and better the living level of poor Nepalese people (Mahatha, 2012).

1.1.1 Study Area

Endowed with conducive agro-climatic and geographical attributes, the land of
Jumla district, the ‘fruit bowl of Karnali Province, has appreciably produced a variety
of tropical and temperate fruits. Among them, the apple holds the most dominant
position by occupying about 49 percent of the total agricultural area and 79 percent of

3
the whole fruit production of the state. Hence, the state can also be praised as the
prestigious the apple state of Nepal owing to the enormous production of different
varieties of delicious apples in an extensive commercial manner. Jumla in north-
western Nepal, once associated with the back of beyond, is emerging as a prolific
producer of apples. With demand for the fruit rapidly growing, farmers are investing
large amounts to go into commercial production (Adhikari, 2020).
An apple farmer can earn Rs. 100,000 to Rs. 500,000 annually. After Jumla
became linked to the national road network that eased access to market, farmers have
increased their income severalfold. Before Karnali Highway was constructed in 2007,
apple farmers in Jumla had no way to send their harvest to market; and they used to
sell their apples at whatever price they could get, which was sometimes less than Rs.
5 per kg. Now, things have changed. The most popular apple variety grown in Jumla
is Fuji which farmers started planting a few years ago. Jumla district is home to the
country’s largest Fuji apple orchard at Jaljala, Guthichaur Rural Municipality (DDC,
2022).
Jumla is one of the rugged districts in the poorest region of western Nepal,
with an incidence of poverty at 70 percent and 25 percent of the 1,00,000 resident
population come from disadvantaged and socially excluded groups. The literacy rate
in Jumla is 32.2 percent and this district ranks 70th of 77 districts in the country in the
Human Development Index ranking. Jumla is largely isolated from the rest of the
world except for occasional air transport and seasonal road connectivity. Jumla
smallholder farmers have very little cash income and therefore can barely afford, and
do not have access to, chemical fertilisers and pesticides. As a result, the district is
organic by default. If these areas are to be certified and the produce linked to high
value markets, every high value crop from this district has the potential of selling in
niche organic markets. When it comes to specific commodities such as apples, the
opportunity is not limited to niche markets but can also include bulk markets for non-
certified apples, as there is a potential for import substitution of up to 90 percent in
the domestic market. According to the District Agriculture Development Office
(DADO), the district has a growing trend toward apple production with 4,600 tonnes
produced in 2017. This is an immense opportunity to increase the incomes of Jumli
producers from a product that in the past was largely wasted or sold at very low prices
because of inaccessibility to high value markets (MoAD, 2016).

4
1.1.2 Issues of Apple production
Apple production, like any agricultural endeavor, comes with its own set of
issues. These issues can vary depending on factors such as location, climate, and
farming practices. Here are some major issues associated with apple production
(Rahman & Lawal, 2003):

Climate and Weather

blossoms, reducing fruit yield. Extreme temperatures, drought, or excessive
rain can also affect apple quality and quantity.

Pest and Disease Management

Apples are susceptible to various pests and diseases, such as apple maggots,
codling moths, fire blight, and apple scab. Controlling these issues often requires the
use of pesticides and other management practices, which can be costly and have
environmental concerns.

Pollination
Many apple varieties require cross-pollination to produce fruit effectively.
This means that farmers need to ensure the presence of compatible pollinators, like
bees. Declines in bee populations can pose a challenge to this aspect of apple
production.

Labor
Apple production is labor-intensive, particularly during harvest. Finding and
retaining skilled farm labor can be challenging, especially during peak harvest times.

Market Volatility
Apple prices can be subject to market fluctuations, affecting the profitability
of apple production. Overproduction or a surplus of apples in a given year can lead to
lower prices.

Storage and Post-Harvest Handling

Apples require proper storage conditions to maintain their quality and shelf
life. Adequate facilities and technology are necessary to prevent spoilage and
maintain freshness.

5
Competition
Apple farmers face competition not only from other apple producers but also
from other fruits and snacks in the market. Adapting to changing consumer
preferences and market demands can be a challenge.

Environmental Concerns
Sustainable and environmentally friendly practices are increasingly important
in agriculture. Apple production must address issues related to soil health, water
usage, and pesticide management to meet modern environmental standards.

Regulations and Compliance

There are often regulations related to pesticide use, food safety, and labeling
that apple farmers must comply with. Keeping up with these regulations and ensuring
farm practices align with them can be a challenge.

Globalization and Trade

International trade agreements and global competition can affect apple prices
and market access for local producers. Trade disputes and tariffs can further
complicate the market for apple farmers.

Varietal Selection
Choosing the right apple varieties to grow is crucial. Different varieties have
different requirements and market demand. Selecting the wrong varieties can lead to
poor yields or difficulty selling the crop.

Climate Change
Changing climate patterns, including shifts in temperature and precipitation,
can affect apple production. Farmers may need to adapt their practices and even
consider shifting to different apple varieties that are better suited to the changing
climate.

1.1.3 Opportunities of Apple Production

Apple production offers several opportunities for individuals and businesses in

the agriculture industry. While it comes with its issues, it can also be a rewarding and
profitable venture when managed effectively. While there are opportunities in apple
production, it's important for prospective farmers to conduct thorough market
research, understand the specific conditions of their region, and develop a well-

6
thought-out business plan to capitalize on these opportunities successfully.
Additionally, staying informed about industry trends and innovations can help apple
farmers stay competitive and adapt to changing market dynamics. Here are some key
opportunities associated with apple production (Rahman & Lawal, 2003):

Steady Demand

Apples are a popular and widely consumed fruit around the world. There is a
consistent demand for fresh apples, apple products (such as applesauce, cider, and
apple pies), and processed apple goods (like dried apples and apple juice).

Income Generation

Income generation through apple production can be achieved through various

avenues, and the potential for profit depends on factors such as location, orchard
management practices, apple varieties grown, market demand, and the scale of the
operation.

Employment Creation

Apple production can be a significant source of employment, both directly and

indirectly, contributing to rural economies and community development. o maximize
the employment potential of apple production, farmers should consider adopting
sustainable practices, investing in their orchards, and diversifying their revenue
streams through value-added products and agri-tourism activities. Additionally,
collaboration with local communities and government agencies can help identify and
leverage available resources and support for job creation in the agricultural sector.

Diverse Varieties

There is a wide range of apple varieties available, each with its own unique
flavor, texture, and intended use. This diversity allows apple farmers to cater to
different consumer preferences and market niches.

Value-Added Products
Beyond fresh apples, there are numerous opportunities to create value-added
products such as apple jams, jellies, and apple-based desserts. These can fetch higher
prices and diversify revenue streams.

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Organic and Specialty Markets

The organic and specialty apple markets continue to grow as consumers

become more health-conscious and seek out unique or high-quality apple products.
Organic apple production can command premium prices.

Direct-to-Consumer Sales

Farmers can sell their apples and apple products directly to consumers through
farmers' markets, farm stands, and pick-your-own orchards. This allows for higher
profit margins and a more personal connection with customers.

Tourism and Agri-Tourism

Apple orchards can become tourist attractions, especially during the fall
harvest season. Offering activities like apple picking, hayrides, and cider tastings can
generate additional income.

Export Opportunities

Depending on the region, there may be export opportunities for apples to

countries with limited apple production. This can expand the market and increase
revenue.

Technological Advancements

Advances in agricultural technology, including precision farming techniques

and automated orchard management systems, can increase efficiency and reduce labor
costs.

Crop Diversification
Apples can be integrated into diversified farming operations, including mixed
fruit orchards or agroforestry systems. This diversification can help spread risk and
improve sustainability.

Local and Sustainable Trends

Consumers increasingly prefer locally grown and sustainably produced food.

Apple production that adheres to sustainable practices can tap into this trend.

8
Educational and Research Opportunities

Apple production offers opportunities for research, education, and

collaboration with agricultural institutions, universities, and government agencies.

Cottage Industry Opportunities

Small-scale apple processing, such as making apple cider or apple-based

crafts, can lead to cottage industry opportunities for local entrepreneurs.

Long-Term Investment

Apple orchards can be a long-term investment, as apple trees can produce fruit
for many years with proper care and management.

The study was conducted in Jumla district to explore marketing issues in apple
production, focusing on variables such as agri-knowledge, transportation, processing
facilities, market infrastructure, and packaging materials. Findings revealed that
limited agri-knowledge among farmers hampers the adoption of advanced cultivation
and marketing practices. Poor transportation infrastructure restricts timely access to
broader markets, significantly affecting apple quality and profitability. The absence of
sufficient processing facilities leads to post-harvest losses, reducing market
competitiveness. Inadequate market infrastructure, including storage units and
distribution channels, further exacerbates marketing challenges. Additionally, the high
cost and scarcity of durable packaging materials result in damage during transit,
lowering product appeal. Addressing these issues holistically can enhance apple
production's market potential and improve farmers' livelihoods in Jumla.

1.2 Scope of the Study

This study focused on identifying marketing issues in apple production in
Tatopani Rural Municipality, Jumla, covering key variables such as agri-knowledge,
transportation, processing facilities, market infrastructure, and packaging materials. It
provided insights and recommendations that were relevant to apple farmers,
marketers, government offices (GOs), non-governmental organizations (NGOs),
international non-governmental organizations (INGOs), and academicians. For apple
farmers, the study explored the impact of limited agri-knowledge on production and
marketing efficiency. It emphasized how farmers lacked access to modern agricultural
practices, expert advice, and training, which hindered quality apple production and

9
competitive marketing. The findings helped farmers understand the importance of
capacity building and access to expert agricultural knowledge for enhanced
productivity and profitability. For apple marketers, the study highlighted challenges in
transportation, such as poor road conditions and high transportation costs. These
issues delayed the delivery of apples to markets and reduced their freshness and
quality. Marketers gained insights into the significance of efficient transportation
systems for timely and cost-effective market access, helping them strategize better
logistics solutions.
The study also addressed the role of processing facilities, which were found to
be inadequate in the district. The absence of local processing options led to significant
post-harvest losses and limited value addition. This information was valuable for
development organizations, encouraging them to invest in setting up or improving
local processing facilities to meet market demand and enhance product
competitiveness. In terms of market infrastructure, the study identified gaps such as
insufficient storage facilities, lack of market connections, and dependency on
intermediaries. These factors increased the challenges of marketing apples effectively.
The study provided actionable insights for government offices (DAO) and
development organizations (GOs, NGOs, and INGOs) to prioritize the establishment
of robust market infrastructure, including storage units and direct market linkages, for
sustainable marketing systems. The variable of packaging materials was also a major
focus. For academicians and researchers, the study offers a foundation for further
investigation into agricultural marketing challenges in remote areas like Tatopani
Rural Municipality, Jumla. It provides a contextual framework for studying similar
issues in other districts or crops, contributing to broader academic and practical
knowledge. Overall, the study serves as a guide for all stakeholders, emphasizing
collaborative efforts to address marketing issues and enhance the apple production
sector in Tatopani Rural Municipality, Jumla.

1.3 Objectives of the Study

The main objective of the study is to assess the marketing issues on apple
production in Tatopani rural municipality, Jumla. The general objectives of this study
are as follows:

1. To identify the impact of agri-knowledge on apple production.

10
2. To evaluate the impact of transportation on apple production.

3. To identify the impact of processing facility on apple production.

4. To examine the impact of market infrastructure on apple production.

5. To analyze the impact of packaging materials on apple production.

1.4 Research Questions

This study has tried to find the answers of the following research questions:

1. Does agri-knowledge affect on apple production?

2. How does transportation affect on apple production?

3. Is there any impact of processing facility on apple production?

4. Does market infrastructure affect on apple production?

5. What is the impact of packaging materials on apple production?

1.5 Conceptual Framework of the Study

A conceptual framework is a structure which the researcher believes can best

explain the natural progression of the phenomenon to be studied.

This study has been carried out to find out the marketing issues on apple
production in Tatopani rural municipality, Jumla. In this study, agri-knowledge,
transportation, processing facility, market infrastructure and packaging material have
been taken as the independent variables and apple production has been taken as the
dependent variable. On the basis of the objectives and research questions of the study,
a conceptual framework for the present study has been developed which is as follows:

Independent Variables
Dependent Variable
 Agri-knowledge
 Transportation Apple production
 Processing facility
 Market infrastructure
 Packaging materials

Figure 1: Conceptual Framework of the Study

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Agri- Knowledge

Agri-knowledge refers to the specialized skills, training, and expertise

required for efficient apple production, including orchard management, pest and
disease control, and modern farming practices (FAO, 2019). The lack of agri-
knowledge among apple growers poses a significant challenge. Many farmers rely on
traditional practices that may not address modern agricultural needs or respond to
changing climatic conditions. For instance, poor understanding of integrated pest
management (IPM) often leads to excessive pesticide use, damaging crops and
ecosystems. Additionally, inadequate knowledge of soil health and advanced
irrigation techniques can result in low yields and poor fruit quality. Farmers in remote
regions often lack access to training and extension services, limiting their ability to
adopt innovative practices. Addressing this issue requires government-supported
education programs and easy access to technical resources (Prasad & Sharma, 2020).

Transportation
Transportation refers to the system of moving goods from production sites to
markets or processing units efficiently and at minimal cost (World Bank, 2020).
Inefficient transportation infrastructure, particularly in mountainous apple-growing
regions, affects the quality and marketability of apples. Poor road conditions and a
lack of refrigerated transport lead to delays, spoilage, and loss of freshness, which are
especially problematic for perishable products like apples. Farmers in remote areas
also face high transportation costs and limited access to competitive markets, further
reducing profitability. To overcome these challenges, governments and private
stakeholders must invest in better roads and cold-chain logistics, ensuring that apples
reach consumers in top condition (FAO, 2019).

Processing Facility
A processing facility is a location equipped with machinery and tools to
convert raw agricultural products into finished or semi-finished goods, such as juice
or dried fruit (Prasad & Sharma, 2020). A lack of processing facilities contributes to
significant post-harvest losses. Farmers often cannot process surplus apples during
peak harvest periods, leading to wastage and lost revenue. Processing units enable the
production of value-added goods, stabilizing income and reducing reliance on raw
fruit sales. However, high initial investment costs and limited government incentives

12
have restricted the establishment of these facilities, particularly in rural areas.
Enhancing processing capacity through public-private partnerships can reduce waste
and support apple growers in diversifying their income sources (FAO, 2019).

Market Infrastructure
Market infrastructure encompasses physical facilities, such as storage units
and market spaces, and institutional frameworks that facilitate the trading of
agricultural products (World Bank, 2020). Poor market infrastructure is a major
challenge for apple growers. Many regions lack cold storage facilities, resulting in
significant losses due to spoilage. Farmers often sell their produce immediately after
harvest when prices are at their lowest because of inadequate storage options.
Additionally, a lack of transparency in pricing mechanisms and limited access to
market information prevents farmers from receiving fair compensation. Investments
in cold storage, improved marketplaces, and digital market platforms can reduce
inefficiencies and empower farmers to negotiate better prices (Prasad & Sharma,
2020).

Packaging Materials
Packaging materials include containers, wraps, or other materials used to
protect and transport apples safely to consumers or markets (FAO, 2019).
Substandard packaging is a persistent problem, leading to bruising and quality
deterioration during transport. Farmers often resort to using low-cost, non-standard
materials that fail to protect apples adequately. This results in reduced consumer
appeal and lower market prices. Moreover, the lack of eco-friendly packaging options
has environmental implications and impacts consumer preferences, as many buyers
increasingly favor sustainable practices. Developing affordable, durable, and
sustainable packaging solutions can help farmers maintain product quality and cater to
modern market demands (World Bank, 2020).

Apple Production
Apple production is significantly influenced by factors like agricultural
knowledge, processing facilities, market infrastructure, and packaging materials.
Effective agri-knowledge equips farmers with skills and information to improve yield
quality and adopt modern pest control techniques (Kumar et al., 2020). Processing
facilities add value to apple production by reducing post-harvest losses and meeting

13
market demands, yet their limited availability often constrains profitability (Sharma &
Thakur, 2021). Market infrastructure, including storage facilities and road networks,
plays a pivotal role in ensuring apples reach competitive markets in good condition;
inadequate infrastructure increases dependence on intermediaries and reduces profit
margins (Rana et al., 2019). Packaging materials are equally critical in preserving
apple quality during transportation; however, high costs and insufficient options result
in damage and reduced market appeal (Gupta et al., 2022).

1.6 Research Methodology

This section includes the detail of research methodology that has been used in
this report. It is concerned with the research design, population of the study, sampling
design, data collection instrument, questionnaire development, questionnaire
administration and presentation and analysis of data.

1.6.1 Research Design

Research design is a master plan specifying the methods and procedures for
collecting and analyzing the needed information. The research design that the
researcher adopted in this study was the survey research design. Survey refers to the
collection of data through different methods such as interview or questionnaire. A
survey may focus on opinions or factual information depending on its purpose, but all
surveys involve administering questions to individuals. Survey research design is an
efficient method for systematically collecting data and generalization the result.

This study has followed descriptive research design where survey was done on
the issues of apple production in Tatopani rural municipality, Jumla.

1.6.2 Population of the Study

Jumla contributes around 20 percent of the total apple production and more
than 13,000 farmers are involved in apple production (SNV, 2022). The target
population of this study was all the apple farmers in Tatopani rural municipality,
Jumla.

1.6.3 Sampling Design and Sample Size

Sampling method is one of the important processes of sample selection during

survey. In survey process, sampling helps to describe and analyze the characteristics,

14
attitudes of the target population. The purpose of sampling is to secure a
representative group which enables the researcher to gain information about an entire
population when faced with limitations of time, funds and energy.

In this study, convenience sampling method was used to select the sample. The
information was collected from the apple farmers in Tatopani rural municipality,
Jumla. Among the apple farmers, 75 were selected as sample.

1.6.4 Sources of Data

For this report, primary sources were used for data collection. Primary data is
data that is collected by a researcher from first-hand sources, using methods like
surveys, interviews, or experiments. It is collected with the research project in mind,
directly from primary sources. This research used self-design questionnaires for the
data collection. The questionnaires also facilitated easier coding and analysis of data
collection. In this study, primary data was collected from the apple farmers in
Tatopani rural municipality, Jumla on issues and opportunities of apple production.

1.6.6 Questionnaires Development

The questionnaire was developed in English and was then translated in Nepali
language because all the respondents were not able to understand English language.
Some questions were self-developed, and some were adopted from previous
researchers. For personal information of the respondents, 5 questions were developed
which were formulated in closed ended pattern. Other 5 questions were related to the
independent variables and the remaining question was related to the dependent
variables. Independent and dependent related questions were formulated in Likert
scale ranging from strongly agree to strongly disagree.

1.6.8 Questionnaires Administration

The researcher communicated individually to the apple farmers in Tatopani

rural municipality, Jumla and described the information about the survey work and
requested to manage proper time for the fill up the form. The questionnaires were
distributed by the researcher. Altogether, 75 questionnaire firms were distributed to
the apple farmers. All the questionnaires were collected by the researcher himself.
The data were collected from November 10 to December 25, 2024.

15
1.6.9 Data Presentation and Analysis

For the analysis of data, frequency, percentages were used to describe the
nature of data. After analysis of each question, the figures have been shown in
different table as per the requirement of the subject matter.

1.8 Limitations of the Study

Today's world is dynamic. Everything existing here are of limited characters.

Every principle, role, formula and conditions are applied within limitations. Likewise,
this study cannot escape from limitations. Therefore, the limitations of this study are
as follows:

1. This study was limited to only the apple farmers in Tatopani rural municipality,
Jumla.
2. The respondents were limited upto 75 only.
3. This study was mainly based on primary data.
4. This study was only about the marketing issues on apple production.
5. Convenience sampling method was used to select the sample.

1.9 Organization of the Study

This study is organized within the following chapters:

Chapter I: Introduction

The first chapter includes the background of the study, scope of the study,
objective of the study, research question of the study, conceptual framework of the
study, research methodology, limitations of the study and the organization of the
study.

Chapter II: Data Presentation and Analysis

The second chapter includes the presentation and analysis of data as well as
major findings of the study.

Chapter III: Summary, Conclusion and Recommendations

The last chapter consists of the summary of the study and the conclusion as
well as recommendations.

16
 CHAPTER II
PRESENTATION AND ANALYSIS OF DATA
This chapter includes data presentation, analysis of data and findings. The
demographic information of the customers and presentation of data is done using
tables, figures and percentages. This study used the primary data collected by the
questionnaires provided at annex. The questionnaires were asked with the apple
producers in Tatopani rural municipality, Jumla. The data were collected on the job
satisfaction. The data are presented and analyzed as follows:

2.1 Personal Information of the Respondents

This section deals with the personal information of the respondents which
consists of age, gender, caste, religion and education which are presented and
discussed below:

2.1.1 Age Status of the Respondents

To measure the age status of the respondents, below 25 years, 26-34 years, 35-
44 years and 45 years and above options were used. The following table shows the
detail information of the respondents on the basis of age.

Table 1

Age Status of the Respondents

Categories Frequency Percent

Below 25 years 13 17.3
26-34 years 39 52.0
35-44 years 14 18.7
45 years and above 9 12.0

Total 75 100.0
Source: Field Survey, 2081

Table 1 shows the age status of the respondents. Out of the total respondents,
17.3 percent were below 25 years of age, 52 percent were 26-34 years of age, 18.7
percent were 35-44 years of age and 12 percent were 45 years and above of age. The
data shows that majority of the respondents were 26-34 years of age.

17
 The above data has also been presented in figure as follows:

39
40
35
30

Frequency
25
20 13 14
15 9
10
5
0
Below 25 26-34 36-44 45 and above
Age Status of the Respondents

Figure 2: Age Status of the Respondents

2.1.2 Gender Status of the Respondents

To measure the gender status of the respondents, male and female options
were used. The following table shows the detail information of the respondents on the
basis of gender status.

Table 2

Gender Status of the Respondents

Categories Frequency Percent

Male 61 81.3

Female 14 18.7

Total 75 100.0
Source: Field Survey, 2081

Table 2 shows the gender status of the respondents. Among the total
respondents, 81.3 percent were males and 18.7 percent of the respondents were
females. The data shows that majority of the respondents were males.

The above data has also been presented in figure as follows:

18
 Male
18.70% Female
81.30%

Figure 3: Gender Status of the Respondents

2.1.3 Caste Status of the Respondents

To measure the caste status of the respondents, Brahman, Chhetri, Janajati,
Dalit and others options were used. The following table shows the detail information
of the respondents on the basis of caste status.

Table 3

Caste Status of the Respondents

Categories Frequency Percent

Brahman 3 4.0

Chhetri 72 96.0

Janajati 0 0

Dalit 0 0

Others 0 0

Total 75 100.0
Source: Field Survey, 2081

Table 3 shows the caste status of the respondents. Of the total respondents, 4
percent were Brahmans and 96 percent were Chhetris. The data shows that majority of
the respondents were Chhetris.

The above data has also been presented in figure as follows:

19
 4% Brahman
Chhetri

96%

Figure 4: Caste Status of the Respondents

2.1.4 Religious Status of the Respondents

To measure the religious status of the respondents, Hindu, Buddhist, Christian,

Muslim and others options were used. The following table shows the detail
information of the respondents on the basis of religion.

Table 4

Religious Status of the Respondents

Categories Frequency Percent

Hindu 74 98.7
Buddhist 0 0
Christian 1 1.3
Muslim 0 0
Others 0 0
Total 75 100.0
Source: Field Survey, 2081

Table 4 shows the religious status of the respondents. Out of the total
respondents, 98.7 percent were Hindus and 1.3 percent were Christians. The data
shows that majority of the respondents were Hindus.

The above data has also been presented in figure as follows:

20
 1.30% Hindu
Christian
98.70%

Figure 5: Religious Status of the Respondents

2.1.5 Educational Status of the Respondents

To measure the educational status of the respondents, illiterate, secondary,

bachelors and masters and above options were used. The following table shows the
detail information of the respondents on the basis of their educational status.

Table 5

Educational Status of the Respondents

Categories Frequency Percent

Illiterate 0 0

Secondary level 22 29.3

Bachelors 37 49.4

Masters and above 16 21.3

Total 75 100.0
Source: Field Survey, 2081

Table 5 shows the educational status of the respondents. Among the total
respondents, 29.3 percent were secondary level passed, 49.4 percent were bachelors
level passed and 21.3 percent were masters and above level passed. The data shows
that majority of the respondents were bachelors level passed.

The above data have also been presented in figure as follows:

21
 37
40
35
30 22

Frequency
25 16
20
15
10
5
0
Secondary Bachelor Masters & above

Educational Status of the Respondents

Figure 6: Educational Status of the Respondents

2.2 Analysis of Independent Variables

This section deals with the analysis of marketing issues of apple production in
Tatopani Rural Municipality, Jumla which is presented below:

2.2.1 Agri-Knowledge

This section consists of the responses obtained from the respondents on the
agri-knowledge as the marketing issues on apple production in Tatopani Rural
Municipality, Jumla which are presented in the following table:

Table 6

Agri-Knowledge as the Marketing Issues on Apple Production

S. SA A N D SD
Statement
N. (%) (%) (%) (%) (%)
Access to agricultural training 61 14
1. significantly affects the quality of my 0 0 0
production. (81.3) (18.7)
The importance of agricultural 26 48 1
2. knowledge is crucial for effective apple 0 0
farming. (34.7) (64) (1.3)
Agricultural science is important in pest 32 41 2
3. 0 0
and disease control. (42.7) (54.7) (2.7)
Limited access to expert advice hinders 22 47 5 1
4. the implementation of modern 0
agricultural farming methods. (29.3) (62.7) (6.7) (1.3)
I feel that agricultural support is 31 39 4 1
5. inadequate to meet the needs of my apple 0
farming. (41.3) (52) (5.3) (1.3)
Source: Field Survey, 2081

22
 Table 6 consists of the responses obtained from the respondents on the agri-
knowledge as the marketing issues on apple production in Tatopani Rural
Municipality, Jumla.

Among the total respondents, 81.3 percent strongly agreed and 18.7 percent
agreed towards the statement that "Access to agricultural training significantly affects
the quality of my production." The data shows that the majority of the respondents
strongly agreed towards the statement.
Out of the total respondents, 34.7 percent strongly agreed, 64 percent agreed
and 1.3 percent were neutral towards the statement that "The importance of
agricultural knowledge is crucial for effective apple farming." The data shows that the
majority of the respondents agreed towards the statement.
Of the total respondents, 42.7 percent strongly agreed, 54.7 percent agreed and
2.7 percent were neutral towards the statement that "Agricultural science is important
in pest and disease control." The data shows that the majority of the respondents
agreed towards the statement.
In this study, 29.3 percent strongly agreed, 62.7 percent agreed, 6.7 percent
were neutral and 1.3 percent disagreed towards the statement that "Limited access to
expert advice hinders the implementation of modern agricultural farming methods."
The data shows that the majority of the respondents agreed towards the statement.
Among the total respondents, 41.3 percent strongly agreed, 52 percent agreed,
5.3 percent were neutral and 1.3 percent disagreed towards the statement that "I feel
that agricultural support is inadequate to meet the needs of my apple farming." The
data shows that the majority of the respondents agreed towards the statement.

2.2.2 Transportation

This section consists of the responses obtained from the respondents on the
transportation as the marketing issues on apple production in Tatopani Rural
Municipality, Jumla which are presented in the following table:

23
Table 7

Transportation as the Marketing Issues on Apple Production

S. SA A N D SD
Statement
N. (%) (%) (%) (%) (%)
The lack of transportation facilities 55 17 1 2
1. affects the timely delivery of apples to 0
the market. (73.3) (22.7) (1.3) (2.7)
High transportation costs reduce the 28 45 2
2. profit margin of apple production. 0 0
(37.3) (60) (2.7)
The condition of the roads significantly 29 45 1
3. affects the quality of apples during 0 0
transportation. (38.7) (60) (1.3)
Reliable transportation services are 28 45 1 1
4. essential to maintain the freshness of 0
apples. (37.3) (60) (1.3) (1.3)
I face difficulties in finding suitable
29 43 1 2
5. vehicles to transport apples to distant 0
markets. (38.7) (57.3) (1.3) (2.7)

Source: Field Survey, 2081

Table 7 consists of the responses obtained from the respondents on the

transportation as the marketing issues on apple production in Tatopani Rural
Municipality, Jumla.

Among the total respondents, 73.3 percent strongly agreed, 22.7 percent
agreed, 1.3 percent were neutral and 2.7 percent disagreed towards the statement that
"The lack of transportation facilities affects the timely delivery of apples to the
market." The data shows that the majority of the respondents strongly agreed towards
the statement.
Out of the total respondents, 37.3 percent strongly agreed, 60 percent agreed, 0
percent were neutral and 2.7 percent disagreed towards the statement that "High
transportation costs reduce the profit margin of apple production." The data shows
that the majority of the respondents agreed towards the statement.
Of the total respondents, 38.7 percent strongly agreed, 60 percent agreed and
1.3 percent were neutral towards the statement that "The condition of the roads
significantly affects the quality of apples during transportation." The data shows that
the majority of the respondents agreed towards the statement.

24
 In this study, 37.3 percent strongly agreed, 60 percent agreed, 1.3 percent were
neutral and 1.3 percent disagreed towards the statement that "Reliable transportation
services are essential to maintain the freshness of apples." The data shows that the
majority of the respondents agreed towards the statement.
Among the total respondents, 38.7 percent strongly agreed, 57.3 percent
agreed, 1.3 percent were neutral and 2.7 percent disagreed towards the statement that
"I face difficulties in finding suitable vehicles to transport apples to distant markets."
The data shows that the majority of the respondents agreed towards the statement.

2.2.3 Processing Facility

This section consists of the impact of processing facility on apple production
in Tatopani Rural Municipality, Jumla which are presented in the following table:

Table 8

Processing Facility as the Marketing Issues on Apple Production

S. SA A N D SD
Statement
N. (%) (%) (%) (%) (%)
The lack of local processing facilities 59 13 2 1
1. 0
reduces the value of my apples. (78.7) (17.3) (2.7) (1.3)
Access to processing facilities helps 28 46 1
2. 0 0
reduce post-harvest losses of apples. (37.3) (61.3) (1.3)
Insufficient processing options make it 21 50 1 2 1
3.
impossible to meet market demand. (28) (66.7) (1.3) (2.7) (1.3)
I face difficulties in finding easily 17 56 1 1
4. 0
accessible processing services nearby. (22.7) (74.7) (1.3) (1.3)
Processing facilities are necessary to 29 41 2 3
5. improve the shelf life of apples. 0
(38.7) (54.7) (2.7) (4)
Source: Field Survey, 2081

Table 8 consists of the responses obtained from the respondents on the

processing facility as the marketing issues on apple production in Tatopani Rural
Municipality, Jumla.

Among the total respondents, 78.7 percent strongly agreed, 17.3 percent
agreed, 2.7 percent were neutral and 1.3 percent disagreed towards the statement that
"The lack of local processing facilities reduces the value of my apples." The data
shows that the majority of the respondents strongly agreed towards the statement.
Out of the total respondents, 37.3 percent strongly agreed, 61.3 percent agreed
and 1.3 percent were neutral towards the statement that "Access to processing

25
facilities helps reduce post-harvest losses of apples." The data shows that the majority
of the respondents agreed towards the statement.
Of the total respondents, 28 percent strongly agreed, 66.7 percent agreed, 1.3
percent were neutral, 2.7 percent disagreed, and 1.3 percent strongly disagreed
towards the statement that "Insufficient processing options make it impossible to meet
market demand." The data shows that the majority of the respondents agreed towards
the statement.
In this study, 22.7 percent strongly agreed, 74.7 percent agreed, 1.3 percent
were neutral and 1.3 percent strongly disagreed towards the statement that "I face
difficulties in finding easily accessible processing services nearby." The data shows
that the majority of the respondents agreed towards the statement.
Among the total respondents, 38.7 percent strongly agreed, 54.7 percent
agreed, 2.7 percent were neutral and 4 percent disagreed towards the statement that
"Processing facilities are necessary to improve the shelf life of apples." The data
shows that the majority of the respondents agreed towards the statement.

2.2.4 Market Infrastructure

This section consists of the impact of market infrastructure on apple
production in Tatopani Rural Municipality, Jumla which are presented as follows:

Table 9

Market Infrastructure as the Marketing Issues on Apple Production

S. SA A N D SD
Statement
N. (%) (%) (%) (%) (%)
Insufficient market infrastructure makes 45 29 1
1. it difficult to sell apples at competitive 0 0
prices. (60) (38.7) (1.3)
The lack of storage facilities affects the 30 43 1 1
2. quality and marketing of my apples. 0
(40) (57.3) (1.3) (1.3)
Transportation difficulties and lack of 32 39 3 1
3. market connections create challenges in 0
market access. (42.7) (52) (4) (1.3)
Insufficient market infrastructure
29 43 2 1
4. increases dependence on intermediaries 0
for selling apples. (38.7) (57.3) (2.7) (1.3)
Improved market facilities help establish 32 35 4 3 1
5. direct contact with buyers. (42.7) (46.7) (5.3) (4) (1.3)
Source: Field Survey, 2081

26
 Table 9 consists of the responses obtained from the respondents on the market
infrastructure as the marketing issues on apple production in Tatopani Rural
Municipality, Jumla.

Among the total respondents, 60 percent strongly agreed, 38.7 percent agreed,
0 percent were neutral and 1.3 percent disagreed towards the statement that
"Insufficient market infrastructure makes it difficult to sell apples at competitive
prices." The data shows that the majority of the respondents strongly agreed towards
the statement.
Out of the total respondents, 40 percent strongly agreed, 57.3 percent agreed,
1.3 percent were neutral and 1.3 percent disagreed towards the statement that "The
lack of storage facilities affects the quality and marketing of my apples." The data
shows that the majority of the respondents agreed towards the statement.
Of the total respondents, 42.7 percent strongly agreed, 52 percent agreed, 4
percent were neutral and 1.3 percent disagreed towards the statement that
"Transportation difficulties and lack of market connections create challenges in
market access." The data shows that the majority of the respondents agreed towards
the statement.
In this study, 38.7 percent strongly agreed, 57.3 percent agreed, 2.7 percent
were neutral and 1.3 percent strongly disagreed towards the statement that
"Insufficient market infrastructure increases dependence on intermediaries for selling
apples." The data shows that the majority of the respondents agreed towards the
statement.
Among the total respondents, 42.7 percent strongly agreed, 46.7 percent
agreed, 5.3 percent were neutral, 4 percent disagreed, and 1.3 percent strongly
disagreed towards the statement that "Improved market facilities help establish direct
contact with buyers." The data shows that the majority of the respondents agreed
towards the statement.

2.2.5 Packaging Material

This section consists of the responses obtained from the respondents on the
packaging material as the marketing issues on apple production in Tatopani Rural
Municipality, Jumla which are presented in the following table:

27
Table 10

Packaging Material as the Marketing Issues on Apple Production

S. SA A N D SD
Statement
N. (%) (%) (%) (%) (%)
The lack of appropriate packaging 57 18
1. materials affects the quality of apples 0 0 0
during transportation. (76) (24)
I find it difficult to obtain durable
33 38 2 2
2. packaging materials to transport apples 0
safely. (44) (50.7) (2.7) (2.7)
High packaging costs reduce the profit 26 48 1
3. from apple sales. 0 0
(34.7) (64) (1.3)
Insufficient packaging options increase 22 48 3 2
4. the damage to apples after harvesting. 0
(29.3) (64) (4) (2.7)
Good access to packaging materials helps 26 43 1 4 1
5. attract a higher price for apples.
(34.7) (57.3) (1.3) (5.3) (1.3)
Source: Field Survey, 2081

Table 10 consists of the responses obtained from the respondents on the

packaging material as the marketing issues on apple production in Tatopani Rural
Municipality, Jumla.

Among the total respondents, 76 percent strongly agreed and 24 percent

agreed towards the statement that "The lack of appropriate packaging materials affects
the quality of apples during transportation." The data shows that the majority of the
respondents strongly agreed towards the statement.
Out of the total respondents, 44 percent strongly agreed, 50.7 percent agreed,
2.7 percent were neutral and 2.7 percent disagreed towards the statement that "I find it
difficult to obtain durable packaging materials to transport apples safely." The data
shows that the majority of the respondents agreed towards the statement.
Of the total respondents, 34.7 percent strongly agreed, 64 percent agreed and
1.3 percent were neutral towards the statement that "High packaging costs reduce the
profit from apple sales." The data shows that the majority of the respondents agreed
towards the statement.
In this study, 29.3 percent strongly agreed, 64 percent agreed, 4 percent were
neutral and 2.7 percent disagreed towards the statement that "Insufficient packaging

28
options increase the damage to apples after harvesting." The data shows that the
majority of the respondents agreed towards the statement.
Among the total respondents, 34.7 percent strongly agreed, 57.3 percent
agreed, 1.3 percent were neutral, 5.3 percent disagreed, and 1.3 percent strongly
disagreed towards the statement that "Good access to packaging materials helps
attract a higher price for apples." The data shows that the majority of the respondents
agreed towards the statement.

2.3 Apple Production

This section consists of the responses obtained from the respondents on the
marketing issues on apple production in Tatopani Rural Municipality, Jumla which
are presented in the following table:

Table 11

Marketing Issues on Apple Production in Jumla

S. SA A N D SD
Statement
N. (%) (%) (%) (%) (%)
Limited agricultural training prevents 50 25
1. improving the quality of apple 0 0 0
production. (66.7) (33.3)
Poor road conditions cause delays in 37 36 1 1
2. delivering apples to the market on time. 0
(49.3) (48) (1.3) (1.3)
The lack of local processing facilities 27 44 3 1
3. reduces the income from apple 0
production. (36) (58.7) (4) (1.3)
The absence of proper storage facilities 27 45 3
4. forces selling apples at lower prices. 0 0
(36) (60) (4)
Expensive and insufficient packaging 40 30 4 1
5. materials hinder effective delivery of 0
apples to the market. (53.3) (40) (5.3) (1.3)
Source: Field Survey, 2081

Table 11 consists of the responses obtained from the respondents on the

marketing issues on apple production in Tatopani Rural Municipality, Jumla.

Among the total respondents, 66.7 percent strongly agreed and 33.3 percent
agreed towards the statement that "Limited agricultural training prevents improving
the quality of apple production." The data shows that the majority of the respondents
strongly agreed towards the statement.

29
 Out of the total respondents, 49.3 percent strongly agreed, 48 percent agreed,
1.3 percent were neutral and 1.3 percent strongly disagreed towards the statement that
"Poor road conditions cause delays in delivering apples to the market on time." The
data shows that the majority of the respondents strongly agreed/agreed towards the
statement.
Of the total respondents, 36 percent strongly agreed, 58.7 percent agreed, 4
percent were neutral and 1.3 percent disagreed towards the statement that "The lack of
local processing facilities reduces the income from apple production." The data shows
that the majority of the respondents agreed towards the statement.
In this study, 36 percent strongly agreed, 60 percent agreed and 4 percent were
neutral towards the statement that "The absence of proper storage facilities forces
selling apples at lower prices." The data shows that the majority of the respondents
agreed towards the statement.
Among the total respondents, 53.3 percent strongly agreed, 40 percent agreed,
5.3 percent were neutral and 1.3 percent disagreed towards the statement that
"Expensive and insufficient packaging materials hinder effective delivery of apples to
the market." The data shows that the majority of the respondents strongly
agreed/agreed towards the statement.

2.4 Major Findings

After the presentation and analysis of data, the following findings have been
drawn:

2.4.1 Personal Information of the Respondents

1. Out of the total respondents, 52 percent were 26-34 years of age and 12
percent were 45 years and above of age.

2. Among the total respondents, 81.3 percent were males and 18.7 percent of the
respondents were females.

3. Of the total respondents, 4 percent were Brahmans and 96 percent were

Chhetris.

4. Out of the total respondents, 98.7 percent were Hindus and 1.3 percent were
Christians.

30
5. Among the total respondents, 49.4 percent were bachelors level passed and
21.3 percent were masters and above level passed.

2.4.2 Analysis of Independent Variables

Agri-Knowledge

1. Among the total respondents, 81.3 percent strongly agreed and 18.7 percent
agreed towards the statement that "Access to agricultural training significantly
affects the quality of my production."
2. Out of the total respondents, 64 percent agreed and 1.3 percent were neutral
towards the statement that "The importance of agricultural knowledge is
crucial for effective apple farming."
3. Of the total respondents, 54.7 percent agreed and 2.7 percent were neutral
towards the statement that "Agricultural science is important in pest and
disease control."
4. In this study, 62.7 percent agreed and 1.3 percent disagreed towards the
statement that "Limited access to expert advice hinders the implementation of
modern agricultural farming methods."
5. Among the total respondents, 52 percent agreed and 1.3 percent disagreed
towards the statement that "I feel that agricultural support is inadequate to
meet the needs of my apple farming."

Transportation

1. Among the total respondents, 73.3 percent strongly agreed and 2.7 percent
disagreed towards the statement that "The lack of transportation facilities
affects the timely delivery of apples to the market."
2. Out of the total respondents, 60 percent agreed and 2.7 percent disagreed
towards the statement that "High transportation costs reduce the profit margin
of apple production."
3. Of the total respondents, 60 percent agreed and 1.3 percent were neutral
towards the statement that "The condition of the roads significantly affects the
quality of apples during transportation."

31
4. In this study, 60 percent agreed and 1.3 percent were neutral as well as
disagreed towards the statement that "Reliable transportation services are
essential to maintain the freshness of apples."
5. Among the total respondents, 57.3 percent agreed and 1.3 percent were neutral
towards the statement that "I face difficulties in finding suitable vehicles to
transport apples to distant markets."

Processing Facility

1. Among the total respondents, 78.7 percent strongly agreed and 1.3 percent
disagreed towards the statement that "The lack of local processing facilities
reduces the value of my apples."
2. Out of the total respondents, 61.3 percent agreed and 1.3 percent were neutral
towards the statement that "Access to processing facilities helps reduce post-
harvest losses of apples."
3. Of the total respondents, 66.7 percent agreed and 1.3 percent were neutral as
well as strongly disagreed towards the statement that "Insufficient processing
options make it impossible to meet market demand."
4. In this study, 74.7 percent of the respondents agreed and 1.3 percent were
neutral as well as strongly disagreed towards the statement that "I face
difficulties in finding easily accessible processing services nearby."
5. Among the total respondents, 54.7 percent agreed and 2.7 percent were neutral
towards the statement that "Processing facilities are necessary to improve the
shelf life of apples."

Market Infrastructure
1. Among the total respondents, 60 percent strongly agreed and 1.3 percent
disagreed towards the statement that "Insufficient market infrastructure makes
it difficult to sell apples at competitive prices."
2. Out of the total respondents, 57.3 percent agreed and 1.3 percent were neutral
as well as disagreed towards the statement that "The lack of storage facilities
affects the quality and marketing of my apples."
3. Of the total respondents, 52 percent agreed and 1.3 percent disagreed towards
the statement that "Transportation difficulties and lack of market connections
create challenges in market access."

32
4. In this study, 57.3 percent of the respondents agreed and 1.3 percent strongly
disagreed towards the statement that "Insufficient market infrastructure
increases dependence on intermediaries for selling apples."
5. Among the total respondents, 46.7 percent agreed and 1.3 percent strongly
disagreed towards the statement that "Improved market facilities help establish
direct contact with buyers."

Packaging Material
1. Among the total respondents, 76 percent strongly agreed and 24 percent
agreed towards the statement that "The lack of appropriate packaging
materials affects the quality of apples during transportation."
2. Out of the total respondents, 50.7 percent agreed and 2.7 percent were neutral
as well as disagreed towards the statement that "I find it difficult to obtain
durable packaging materials to transport apples safely."
3. Of the total respondents, 64 percent agreed and 1.3 percent were neutral
towards the statement that "High packaging costs reduce the profit from apple
sales."
4. In this study, 64 percent of the respondents agreed and 2.7 percent disagreed
towards the statement that "Insufficient packaging options increase the
damage to apples after harvesting."
5. Among the total respondents, 57.3 percent agreed and 1.3 percent were neutral
as well as strongly disagreed towards the statement that "Good access to
packaging materials helps attract a higher price for apples."

2.4.3 Apple Production

1. Among the total respondents, 66.7 percent strongly agreed and 33.3 percent
agreed towards the statement that "Limited agricultural training prevents
improving the quality of apple production."
2. Out of the total respondents, 49.3 percent strongly agreed and 1.3 percent were
neutral as well as strongly disagreed towards the statement that "Poor road
conditions cause delays in delivering apples to the market on time."
3. Of the total respondents, 58.7 percent agreed and 1.3 percent disagreed
towards the statement that "The lack of local processing facilities reduces the
income from apple production."

33
4. In this study, 60 percent of the respondents agreed and 4 percent were neutral
towards the statement that "The absence of proper storage facilities forces
selling apples at lower prices."
5. Among the total respondents, 53.3 percent strongly agreed and 1.3 percent
disagreed towards the statement that "Expensive and insufficient packaging
materials hinder effective delivery of apples to the market."

34
 CHAPTER III
SUMMARY, CONCLUSION AND RECOMMENDATIONS
3.1 Summary

The topic of this study was "Marketing Issues on Apple Production: A Study
of Tatopani Rural Municipality, Jumla." The purpose of this study was to assess the
marketing issues on apple production in Tatopani Rural Municipality, Jumla. The
population of this study was all the apple producers in Tatopani Rural Municipality,
Jumla. This study aimed to identify the marketing issues on apple production. To
assess the marketing issues on apple production in Tatopani Rural Municipality,
Jumla, agri-knowledge, transportation, processing facility, market infrastructure and
packaging material were taken as the independent variables and apple production was
taken as the dependent variable. This study was divided into three chapters with
different sub-topics.

Convenient sampling method was used to select the sample for this study. The
purpose of sampling was to secure a representation group which enables the
researcher to gain information about the whole population of apple producers in
Jumla. Hence, the information was collected from the apple producers in Tatopani
Rural Municipality, Jumla. The required data were collected through primary sources.
Primary data were collected through the survey questionnaire. To collect the primary
data, survey questionnaire has been used.

Questionnaires consisted of the questions related to the personal information

of the apple producers and the questions on the marketing issues of apple production.
The personal information related questions were formulated in closed-ended pattern
and the questions related to independent and dependent variables were formulated in
Likert scale pattern ranging from strongly agree to strongly disagree. The data were
analyzed using different tables and figures to find out the marketing issues on apple
production. After analysis and presentation of data, the conclusions have been made
and recommendations have been provided.

35
3.2 Conclusion

The study on "Marketing Issues on Apple Production: A Ssudy of Tatopani

Rural Municipality, Jumla" highlights several critical challenges faced by apple
farmers in the region, particularly concerning agricultural knowledge, transportation,
processing facilities, market infrastructure, and packaging materials. The findings
suggest that limited access to agricultural training and expert advice significantly
impedes the quality of apple production in Tatopani Rural Municipality, Jumla. A
majority of respondents emphasized the importance of agricultural knowledge,
particularly in pest control, modern farming methods, and the need for expert
guidance. This reflects a clear gap in the provision of necessary resources and support
to enhance farming practices. Furthermore, farmers indicated that agricultural support
is inadequate, highlighting the need for more focused intervention in providing
training and expert advice to improve apple production quality. Transportation
emerged as another major issue. Respondents overwhelmingly agreed that poor road
conditions, high transportation costs, and lack of reliable transportation services
negatively impact the timely delivery and marketability of apples. The condition of
roads, specifically, was identified as a factor that deteriorates the quality of apples
during transportation, which further affects their market value. Additionally, farmers
face challenges in accessing suitable vehicles for transporting apples to distant
markets, underscoring the critical need for improvements in transportation
infrastructure.

The lack of local processing facilities was also found to reduce the income
from apple production in Tatopani Rural Municipality, Jumla. Farmers noted that
without such facilities, they face post-harvest losses, difficulty meeting market
demands, and the inability to add value to their products. The lack of processing
options limits opportunities for higher income and affects the overall profitability of
apple farming. Inadequate access to processing services further exacerbates the issue,
leaving farmers with fewer options to preserve and sell their apples at competitive
prices. Market infrastructure is another significant constraint. Respondents
highlighted that insufficient market infrastructure, including storage and transport
connections, hinders access to markets and forces them to depend on intermediaries.
The absence of proper storage facilities also leads to the deterioration of apple quality,
compelling farmers to sell at lower prices. This is a major concern as it limits the

36
farmers’ ability to sell apples at competitive prices, directly affecting their income and
economic sustainability. Packaging materials were identified as a major barrier to the
effective transportation and marketability of apples. Farmers reported difficulties in
obtaining durable and affordable packaging materials, which contribute to the
deterioration of apples during transportation. Additionally, the high costs of
packaging reduce the overall profit margins from apple sales.

In conclusion, the study underscores the need for significant improvements in

agricultural training, transportation infrastructure, local processing facilities, market
infrastructure, and packaging materials to enhance the production and marketing of
apples in Tatopani Rural Municipality, Jumla. Addressing these issues will not only
increase the quality and profitability of apple farming but also ensure that farmers can
access broader markets, reducing dependency on intermediaries and improving their
overall economic well-being.

3.3 Recommendations

On the basis of the findings of the study, some recommendations are made
which are as follows:

1. The findings of the study revealed that 100 percent of the respondents agreed
that "Limited agricultural training prevents improving the quality of apple
production." Hence, it is suggested to the concerned apple farmers that they
should take agricultural training to improve the quality of apple production.
2. The findings of the study showed that 97.3 percent of the respondents agreed
that "Poor road conditions cause delays in delivering apples to the market on
time." Therefore, it is suggested to the concerned authorities of the local
government and infrastructure development departments that they should
prioritize improving road conditions to ensure timely delivery of apples to the
market.
3. The findings of the study revealed that 94.7 percent of the respondents agreed
that "The lack of local processing facilities reduces the income from apple
production." Hence, it is suggested to the concerned authorities of the
agricultural and industrial sectors that they should invest in establishing local
processing facilities to increase the income from apple production.

37
4. The findings of the study showed that 96 percent of the respondents agreed
that "The absence of proper storage facilities forces selling apples at lower
prices." Therefore, it is suggested to the concerned authorities of the
agricultural sector and local government that they should focus on to improve
storage facilities to maintain apple quality and reduce the need for selling at
lower prices.
5. The findings of the study revealed that 93.3 percent of the respondents agreed
that "Expensive and insufficient packaging materials hinder effective delivery
of apples to the market." Hence, it is suggested to the concerned authorities of
the agricultural marketing and packaging industries that they should provide
affordable and durable packaging materials to facilitate the effective delivery
of apples to the market.

38
 REFERENCES

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89.
Laget, E. (2015). Guide to the design of fruit production systems that are efficient in
phytopharmaceutical products. Paris: GIS Fruits and Ministry of Agriculture,
264.

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increasing breeding efficiency in apple and peach in Europe. Horticulture
Research, 5(11), 29-32.

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www.worldbank.org.
 APPENDIX
MARKETING ISSUES ON APPLE PRODUCTION
(A STUDY OF TATOPANI RURAL MUNICIPALITY, JUMLA)
QUESTIONNAIRE
Dear Respondent,
Namaste!
I am a student of Bachelor of Business Studies (BBS) ongoing graduate of
Mid-West University, Graduate School of Management. I have been conducting a
survey entitled Marketing Issues on Apple Production: A Study of Tatopani
Rural Municipality, Jumla. For this, I would like to request you for the contribution
of your valuable time on responding to the question attached in the subsequent
sections. Your sincere and unbiased response will be highly beneficial and will be
appreciated. I want to assure that all information provided by you will be highly
treated confidently and used for academic purpose only.
Sincerely,
Amar Rawat
BBS 8th Semester
A. Personal Information of the Respondents
Name: ................................................................................Contact No.:……..…………
1. Age (years): a. Below 25 b. 26-34 c. 35-44 d. 45 and above
2. Gender: a. Male b. Female
3. Caste: a. Brahman b. Chhetri c. Janajati d. Dalit e. Others
4. Religion: a. Hindus b. Buddhists c. Christian d. Muslim e. Others
5. Academic Qualification:
a. Illiterate b. Secondary c. Bachelor c. Masters and above
B. Variables related questions
Agri-knowledge
6. Please, provide your agreement/disagreement on the following statements
regarding agri-knowledge knowledge as a marketing issue in apple production by
putting a tick mark () on the correct box (SA-Strongly agree, A-Agree, N-Neutral,
D-Disagree, SD-Strongly disagree):
S.N. Statement SA A N D SD
6.1 Access to agricultural training significantly affects
 the quality of my production.
6.2 The importance of agricultural knowledge is crucial
for effective apple farming.
6.3 Agricultural science is important in pest and disease
control.
6.4 Limited access to expert advice hinders the
implementation of modern agricultural farming
methods.
6.5 I feel that agricultural support is inadequate to meet
the needs of my apple farming.
Transportation
7. Please, provide your agreement/disagreement on the following statements
regarding transportation as a marketing issue in apple production by putting a tick
mark () on the correct box (SA-Strongly agree, A-Agree, N-Neutral, D-Disagree,
SD-Strongly disagree):
S.N. Statement SA A N D SD
7.1 The lack of transportation facilities affects the timely
delivery of apples to the market.
7.2 High transportation costs reduce the profit margin of
apple production.
7.3 The condition of the roads significantly affects the
quality of apples during transportation.
7.4 Reliable transportation services are essential to
maintain the freshness of apples.
7.5 I face difficulties in finding suitable vehicles to
transport apples to distant markets.
Processing Facility
8. Please, provide your agreement/disagreement on the following statements
regarding processing facility as a marketing issue in apple production by putting a tick
mark () on the correct box (SA-Strongly agree, A-Agree, N-Neutral, D-Disagree,
SD-Strongly disagree):
S.N. Statement SA A N D SD
8.1 The lack of local processing facilities reduces the
 value of my apples.
8.2 Access to processing facilities helps reduce post-
harvest losses of apples.
8.3 Insufficient processing options make it impossible
to meet market demand.
8.4 I face difficulties in finding easily accessible
processing services nearby.
8.5 Processing facilities are necessary to improve the
shelf life of apples.
Market Infrastructure
9. Please, provide your agreement/disagreement on the following statements
regarding market infrastructure as a marketing issue in apple production by putting a
tick mark () on the correct box (SA-Strongly agree, A-Agree, N-Neutral, D-
Disagree, SD-Strongly disagree):
S.N. Statement SA A N D SD
9.1 Insufficient market infrastructure makes it difficult
to sell apples at competitive prices.
9.2 The lack of storage facilities affects the quality and
marketing of my apples.
9.3 Transportation difficulties and lack of market
connections create challenges in market access.
9.4 Insufficient market infrastructure increases
dependence on intermediaries for selling apples.
9.5 Improved market facilities help establish direct
contact with buyers.
Packaging Materials
10. Please, provide your agreement/disagreement on the following statements
regarding packaging material as a marketing issue in apple production by putting a
tick mark () on the correct box (SA-Strongly agree, A-Agree, N-Neutral, D-
Disagree, SD-Strongly disagree):
S.N. Statement SA A N D SD
10.1 The lack of appropriate packaging materials affects
the quality of apples during transportation.
10.2 I find it difficult to obtain durable packaging
materials to transport apples safely.
10.3 High packaging costs reduce the profit from apple
sales.
10.4 Insufficient packaging options increase the damage
to apples after harvesting.
10.5 Good access to packaging materials helps attract a
higher price for apples.
Apple Production
11. Please, provide your agreement/disagreement on the following statements
regarding marketing issue in apple production by putting a tick mark () on the
correct box (SA-Strongly agree, A-Agree, N-Neutral, D-Disagree, SD-Strongly
disagree):
S.N. Statement SA A N D SD
11.1 Limited agricultural training prevents improving the
quality of apple production.
11.2 Poor road conditions cause delays in delivering
apples to the market on time.
11.3 The lack of local processing facilities reduces the
income from apple production.
11.4 The absence of proper storage facilities forces
selling apples at lower prices.
11.5 Expensive and insufficient packaging materials
hinder effective delivery of apples to the market.

……………………………
Signature of the Respondent
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qm=;+= ljj/0f k"=;= ;= t= c= k"=c=
s[lif1fg (Agri~Knowledge)
6=1 s[lif tflndsf] kx'Frn] d]/f] pTkfbgsf] u'0f:t/nfO{
pNn]vgLo ¿kdf k|efj kf5{ .
6=2 k|efjsf/L :ofp v]tLsf nflu cfjZos s[lif 1fgsf]
dxTj x'G5 .
6=3 sL/f / /f]u lgoGq0fdf s[lif 1fg dxQ\jk"0f{ 5 .
6=4 lj1sf] ;Nnfxsf] ;Lldt kx'Frn] cfw'lgs s[lif
v]tLsf] tl/sfx¿ nfu" ug{ afwf k'¥ofpF5 .
6=5 dnfO{ nfU5 s[lif ;xof]u d]/f] :ofp v]tLsf
cfjZostfx¿ k"/f ug{ ckof{Kt 5g\ .
oftfoft (Transportation)
7=1 oftfoft ;'ljwfsf] sdLn] ahf/df ;dod} :ofp
 k'¥ofpgdf c;/ u5{ .
7=2 pRr oftfoft nfutn] :ofp pTkfbgsf] gfkmf
36fpF5 .
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w]/} c;/ kf5{ .
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/fVgsf nflu cfjZos 5 .
7=5 6f9fsf ahf/df :ofp n}hfg pko'Qm ;jf/L ;fwg
kfpg dnfO{ sl7gfO x'G5 .
k|zf]wg ;'ljwf (Processing Facility)
8=1 :yfgLo k|zf]wg ;'ljwf cefjn] d]/f] :ofpsf] d"No
36fpF5 .
8=2 k|zf]wg ;'ljwfsf] kx'Frn] :ofp l6lk;s]kl5sf]
gf]S;fgL 36fpg d2t u5{ .
8=3 ckof{Kt k|zf]wg ljsNkx¿n] ahf/sf] dfu k"/f ug{
c;dy{ agfpF5 .
8=4 glhs} ;'ne k|zf]wg ;]jf kfpg dnfO{ sl7gfO
x'G5 .
8=5 k|zf]wg ;'ljwf :ofp pTkfbgsf] cfo' ;'wf/ ug{
cfjZos 5 .
ahf/ k"jf{wf/ (Market Infrastructure)
9=1 ckof{Kt ahf/ k"jf{wf/n] k|lt:kwf{Tds d"Nodf :ofp
a]Rg sl7g agfpF5 .
9=2 e08f/0f ;'ljwfsf] cefjn] d]/f] :ofpsf] u'0f:t/ /
ahfl/s/0fdf c;/ u5{ .
9=3 oftfoft c;'ljwf / ahf/ ;Dks{sf] sdLn] ahf/
kx'Frdf sl7gfO k'¥ofpF5 .
9=4 ckof{Kt ahf/ k"jf{wf/n] :ofp a]Rg dWo:ystf{df
lge{/tf a9fpF5 .
9=5 ;'wfl/Psf] ahf/ ;'ljwfn] vl/bstf{x¿;Fu k|ToIf
;Dks{ agfpg d2t u5{ .
Kofs]lhË ;fdu|L (Packaging Material)
10=1 pko'Qm Kofs]lhª ;fdu|Lsf] cefjn] 9'jfgLsf
qmddf :ofpsf] u'0f:t/df c;/ u5{ .
10=2 :ofp ;'/lIft ¿kdf n}hfg l6sfp Kofs]lhª
;fdu|L kfpg dnfO{ sl7gfO x'G5 .
10=3 pRr Kofs]lhª nfutn] :ofp laqmLaf6 gfkmf
36fpF5 .
10=4 ckof{Kt Kofs]lhªsf] ljsNkn] :ofp l6k]kl5sf]
gf]S;fgLnfO{ a9fpFb5 .
10=5 Kofs]lhª ;fdu|Lsf] /fd|f] kx'Frn] :ofpsf nflu
pRr d"No cfslif{t ug{ ;xof]u u5{ .
:ofp pTkfbg (Apple Production)
!!= s[kof pko'Qm afs;df l7s lrGX -_ nufP/ :ofp pTkfbgsf ;d:ofsf] ;DaGwdf cfˆgf]
;xdlt÷c;xdlt hgfpg'xf];\ -k"=;=–k"0f{ ;xdt, ;=–;xdt, t=–t6:y, c=–c;xdt, k"=c=–k"0f{
c;xdt_
qm=;+= ljj/0f k"=;= ;= t= c= k"=c=
11=1 ;Lldt s[liftflndn] :ofp pTkfbgsf] u'0f:t/
;'wf/ ug{af6 /f]Sb5 .
11=2 sdhf]/ ;8s cj:yfn] ahf/df :ofp ;dod}
k'¥ofpg l9nfO x'G5 .
11=3 :yfgLo k|zf]wg ;'ljwfsf] cefjn] :ofp
pTkfbgaf6 x'g] cfDbfgL 36fpF5 .
11=4 plrt e08f/0f ;'ljwfsf] cefjn] :ofp ;:tf]
d"Nodf a]Rg afWo agfpF5 .
11=5 dxFuf] / ckof{Kt Kofs]lhª ;fdu|Ln] :ofpnfO{
k|efjsf/L ¿kdf ahf/;Dd k'¥ofpg afwf
k'¥ofpF5 .

=====================
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