ASSESSMENT OF SUPPLY CHAIN PERFORMANCE IN FRUIT AND VEGETABLE MARKETS: THE CASE OF ET-FRUIT.

Abstract

Every business should have well integrated supply chain so as to have a sustainable business performance. Supply chain performance of any business engaged in supplying perishable product need to be evaluated periodically. This research is intended to assess the supply chain performance of Fruit and Vegetable market considering Et-Fruit as a reference point. The researcher used five determinants of fruits and vegetables supply chain performance measurement frameworks based on the nature of products. Thus, performance indicators are product availability, on time delivery, cost reduction, quality of products and customer satisfaction through supply chain. To conduct this study, a descriptive research design with a mixed approach is employed. The data were collected from primary and secondary sources by reviewing relevant documents and distributing questionnaires to three groups of respondents - suppliers, employees and customers. Out of the total 470 respondent, 462 respondents have filled and responded the questionnaires successfully. To analyze the data collected, descriptive analysis is used considering the five dimensions to evaluate supply chain performance in Et-fruit. This study summarizes the findings from the three groups of respondents, - suppliers, employees and customers. As the suppliers ‘performance indicates, product availability – among other dimensions -was recorded with the highest mean value next by the cost reduction and on time delivery dimension. The supply chain performance from the employees of Et-fruit perspective indicate that the mean score of the dimensions used - product availability, on time delivery, cost reduction, and product quality have lower mean score that indicate lower supply chain performance. From the customers’ perspective, the supply chain performance dimensions have a moderate performance. Based on the research findings, the researcher has forwarded some recommendations. From the five dimension of supply chain performance, product availability has an enormous influence on supply chain performance in fruits and vegetable from suppliers up to end-consumers. In the absence of product availability a poor performance of supply chain occur through the chain.