Vol. 11, Special Issue 3 (2022)

Author(s):
R Ramesh Kumar, M Malarkodi and K Uma

Abstract:
A study was conducted to analyze the marketing channels, marketing cost, price spread, and marketing efficiency of Green Gram in Tamil Nadu, India. Both primary and secondary data were used. The primary data pertained to the year 2020-21 and was bring out from 60 Farmer Producer Organizations (FPOs) and 5 market intermediaries were also selected for the data collection through pre-tested questionnaires. The main findings reveals that majority of the sample FPOs (76.00 per cent) followed the channel I which involves producer, FPOs and consumer and (24.00 per cent) of them followed channel II by involving producer, FPO, wholesalers, retailer and consumer. The total marketing cost incurred by participants in channel I and channel II was Rs.19 and Rs.26. In channel I, among the various cost incurred by FPO, electricity and storage cost had the major share of 26.32 per cent. In channel II, among the various cost incurred by the FPO, transportation cost and storage cost had the major share of 41.66 per cent. The price spread of channel I and channel II were Rs.45 and Rs.60. The result revealed that the price spread was higher in channel II compared to channel I. Channel I was more cost effective for green gram farmers. The marketing efficiency of channel I and channel II was 5.26 and 4.42. The results revealed that the marketing efficiency was relatively higher in marketing channel I.