Efficiency of mango market in North-Eastern region of Karnataka

Mukund B. S. Reddy, G.M. Hiremath, Amrutha T. Joshi and S.B. Goudappa

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

Abstract: Mango (Mangifera indica L.) belong to family Anacardiaceae and is the most important commercially grown fruit crop. India is the largest producer and exporter of mango in the world and Karnataka is one of the important mango producing state. The North Eastern Karnataka contributes 4.71 per cent of the Karnataka's mango production. The study was conducted in NEK region during 2017–18. The sample of 60 mango producing farmers and 20 market intermediaries were selected from Koppal, Bidar, Kalaburagi and Ballari districts to analyze the marketing efficiency. Tabular analysis and efficiency measures were employed to arrive meaningful results. The finding of the study revealed that four important marketing channels were identified, out of which 85.00 per cent of the produce move through Channel-I and Channel-II. Channel-I and Channel-II. Channel-I: Producerà Pre-harvest contractorà Wholesalerà Retailerà Consumer. Channel-II: Producerà Commission agentà Wholesalerà Retailerà Consumer. The average marketing cost incurred by the producer-seller in the study area accounted 607.58/q. Its magnitude was higher in Koppal ( 632.27/q.) district compared to other study districts. Though the commission charges should be collected from buyers, commission agent is collecting commission from the farmers at the rate of eight per cent which accounts major constitutes (64.58%) of the total marketing cost incurred by mango producer. The marketing cost incurred by different stakeholders worked out to be 17.00 to 18.00 per cent of the retail price. However, marketing margin accrued by these agencies were 18.00 to 24.00 per cent. Hence, producer's share in consumer rupee was 58.80 and 63.54 in Channel-I and Channel-II respectively. The efficiency ratios indicated that Channel-I relatively efficient compared to Channel-II.

Keywords: Marketing (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:ags:injagm:399619

DOI: 10.22004/ag.econ.399619

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