Received: 21-01-2015 / Accepted: 17-05-2015
The value chain of Dong Du guava speciality bearsthe characteristics of agricultural product with four major agents involved,i.e., farmers, wholesalers, retailers, and consumers. The study on Dong Du guava value chain revealedthe limitationsin market channels including low value added and poor diversity of theagents involved in the value chain. Soil characteristics, input supply, market and seasonalityhave significant effects on the value chain through the consumer prices. By contrast, brand promotion, distribution, packaging and storage have little impact on the consumer price. This reveals that the value chain of Dong Du guavaspecialityisincompleteandneeds to be developed. The paper has also pointed out thekey solutions to increase the product value chain.