Economic analysis of direct marketing of jackfruit through institutional intervention in Bengaluru Rural District

M.P.m Deepa and P. S. Srikantha Murthy

Indian Journal of Agricultural Marketing, 2018, vol. 32, issue 3

Abstract: Performance of Jackfruit Growers’ Association (JGA) in marketing of produce was analysed in Bengaluru Rural District of Karnataka. Data collected from randomly selected 30 members of JGA and 30 non-members were analysed using marketing efficiency measures. While JGA members followed Channel-I (Farmers—JGA—Consumers), non-members followed either Channel-II (Farmers—wholesaler-cum-Retailer—Consumer) or Channel-III (Farmers—Consumers). Maximum transaction of fruit occurred through Channel-I (350 tonnes) as compared to Channel-II (95.55 tonnes) and Channel-III (10.13 tonnes). Statistical t-test employed showed that there is a significant difference in the mean income earned by member and non-member farmers. Though producers’ share in consumers’ rupee and marketing efficiency were highest for Channel-III (100% and 1.00, respectively) as compared to Channel-I (98.4% and 0.98, respectively) and Channel-II (33.13% and 0.49, respectively), profit realised per fruit was the highest in Channel-I (Rs.111.5). The results show that marketing of agricultural produce through commodity based associations fetch higher profits to the producers and hence needs to be further encouraged.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ags:injagm:399589

DOI: 10.22004/ag.econ.399589

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