A FRAMEWORK FOR AGRICULTURE FRESH PRODUCE MARKET HUB IN A RURAL AREA: APPLICATION OF BRICKS AND CLICK METHOD IN TAUNG, SOUTH AFRICA

Mr Usapfa Luvhengo1

1 Lecturer, North West University

Abstract

Structural problems exist in rural agricultural markets across Africa and require market reforms of a structural nature. Such market reform is to enable farmers in rural areas to have access to information, technology, asset base, input supplies, and market outlets. The paper focusses on small-scale agricultural as opposed to established commercial farmers who have better access to agricultural markets as opposed to small-scale and emerging farmers in rural areas of South Africa. The study argues that while the digital age is transforming the traditional marketing experience across the world (bricks), farmers in rural areas have not grabbed the advantage of the digital transformation (clicks) to enhance competiveness and increase their market share. Underlying the development of this framework is an acknowledgement that ICT infrastructure in rural South Africa has improved significantly as there is growing internet access, connectivity with the majority using cell phones devices rural areas. The study combines principles of the bricks and clicks, collective business, service quality and multilevel model to develop a framework for an agricultural fresh produce marketing hub in a rural area of South Africa. This framework can serve as a manager in agricultural fresh produce marketing hub in rural areas around South Africa.

Biography

Mr Luvhengo Usapfa is a lecturer and a researcher at North West University, Mmabatho, South Africa. He has published 8 research articles under various peer reviewed journals locally and internationally. he is busy with his PhD and is currently involved with rural agro-processing project in The North West province.