Vol. 12, Issue 2 (2023)

Author(s):
Diksha Bali, Jyoti Kachroo, Parul Barwal, Parveen Kashyap, Anil Bhat and SP Singh

Abstract:
Vegetable crop marketing is challenging, because of its perishability, seasonality, and volume. The establishment of a linkage between farmers and markets can be improved greatly on Farmers Producer Organizations (FOs). A research study was conducted to examine the marketing strategies used by FPO members and non-member farmers. According to a comparison of the various channels, Channel-A (Producer-Consumer) gives farmers the largest percentage of the consumer's rupee, and Channel-A also has the highest marketing efficiency. In the research area, Channel-C (Producer-Commission agent/Forwarding agent-Retailer-Consumer) is the most significant marketing channel, and members spend less for marketing through this channel than non-members.