Vol. 12, Special Issue 12 (2023)

Author(s):
Akshay Vasane, Kumar Gurav and Bharat Kolgane

Abstract:
The study conducted in Satara district of Maharashtra in the year 2022-23 aimed to investigate the marketing behaviour of ginger growers in the region. The study followed an ex-post facto research design and collected data from 140 respondents from 14 villages in two tehsils, Satara and Koregaon, which were selected purposively based on the maximum area under ginger cultivation. The data were collected through personal interviews and analysed using suitable statistical tools. The results revealed that 65.72% of the respondents showed medium marketing behaviour, while 18.57% exhibited low marketing behaviour and 15.71% displayed high marketing behaviour. The study identified several factors that could be responsible for the observed marketing behaviour, such as middle age, medium family size, marginal land holding, medium size of area under ginger cultivation, medium experience in ginger cultivation, medium annual income, medium income from ginger, medium level of social participation, medium risk orientation, and medium innovativeness. The study concluded that designing appropriate strategies with training to focus on the behaviour of ginger growers is essential to strengthen their marketing behaviour.