L. Bangari, M. Prasuna, R. Neela Rani and P. Janaki Srinath (2023). Strategies Followed by Farm Women in Marketing of Horticulture Produce in Telangana State. Biological Forum – An International Journal, 15(10): 598-601.

Author: L. Bangari, M. Prasuna, R. Neela Rani and P. Janaki Srinath

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Abstract

In the development of agriculture and allied sectors, women play a key role. They were also playing a significant role in the horticulture sector and could play a greater role in the further development of the horticulture sector. The present study was conducted to study the strategies followed by farm women in the marketing of horticulture produce. A total sample of 120 farm women was selected through the purposive random sampling method. The Ex-post research design was used for the study. The study was conducted using a structured interview schedule. The data were analyzed using frequency, percentage, and mean percent scores. In the study, the results revealed showed that majority (MPS 77.80) of the farm women expressed that they sold their produce to ‘wholesale markets’ followed by marketing produce through ‘rythu bazaars (MPS 65.80), ‘to large urban markets’(MPS 64.40),‘to local market’ (MPS 63.60), ‘to government markets’(or)‘agencies’ (MPS 61.10), ‘to middlemen’ (MPS 55.80), ‘to local traders’ (MPS 51.40), ‘to processors’ (MPS 49.20),’ through roadside stands and markets’(MPS 48.60), ‘to neighbors’ (MPS 41.30) and to local merchants in field (MPS 11.90).The results found that more than three quarters (MPS 77.80) of the respondents were selling produce to wholesale markets followed by rythu bazaars (MPS 65.80), selling to urban markets (MPS 64.40), selling to the local market (MPS 63.60), selling to government markets (or)agencies (MPS 61.10). Those strategies were followed to fetch a better price when compared to that of local places. Half of the respondents were selling their produce to middlemen due to the reasons of lack of time to go to the markets, the perishable nature of the produce, and the lack of available transportation and storage facilities.

Keywords

Farm women, Horticulture, Farm produce, Marketing, Strategies

Conclusion

The findings of this study hold implications for policymakers. Half of the farm women were selling their produce to middlemen due to a lack of proper marketing facilities. A better provision of market facilities by the government may help them to reduce middlemen's involvement while marketing farm produce and may also help them to market their produce with better profit.

References

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How to cite this article

L. Bangari, M. Prasuna, R. Neela Rani and P. Janaki Srinath (2023). Strategies Followed by Farm Women in Marketing of Horticulture Produce in Telangana State. Biological Forum – An International Journal, 15(10): 598-601.