Nowadays, agricultural products are increasingly faced with the price fluctuation risk, which has become one of the main risks, after this affects income and welfare of all value chain stakeholders from the farmer to the final consumer. In order to measure this risk, the market risk management of agricultural products was assisted. In this study we have received the ‘’Starking’’ apple retail trade of Dibra Municipality in Albania. The main purpose of this study is to analyze the impact of the gross profit rate of ‘’Starking’’ apple cultivar retail trade with the average market rate. It was used the determination coefficient to evaluate their impact strength. Initially, the retail prices were found in the period of time January – December 2016, these data were received by the Statistic Office, Dibra Agriculture Directory. Data processing is carried out using Excel software. Referring to the data analysis, it indicated that among gross profit rates have no strong impact. These findings are useful not only for retail traders but also for wholesalers, farmers, policymakers and for the final consumer.
Keywords: Agricultural product market, Risk management, Gross profit rate, Determination coefficient.