Marketing efficiency of Tomato, Onion, and Potato supply chains: A study of e-nam and FPOS

Sonali Katoch and Rakesh Singh

Indian Journal of Agricultural Marketing, 2023, vol. 37, issue 3

Abstract: India is the second largest producer of vegetables globally, yet there is a large gap between the price received by the farmer and those paid by the consumer. The sector is constrained by poor marketing and ineficient supply chains. Thus, this study attempts to analyse the marketing eficiency of traditional and digital supply chains, including e-NAM and FPOs. 180 tomato, onion and potato farmers, 66 traders and 24 mandi board members are selected based on a multi-stage sampling technique from APMC Solan, Pahariya mandi, and APMC Chauri Behal. The study reported that though the quantity marketed through e-NAM is less, it has potentially diverted the trade from conventional methods with promising eficiency. The regression approach revealed that marketing cost, the net price received by a farmer, and the price paid by a consumer significantly affect eficiency. The constraints faced by selected stakeholders are ranked using Garrett ranking technique. The study suggests promoting integrated cold storage and building trust among stakeholders in online trading.

Keywords: Supply; Chain (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ags:injagm:399960

DOI: 10.22004/ag.econ.399960

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