Marketing Efficiency Analysis – A case of Indian Major Carps Marketing in Andhra Pradesh

Author: Potnuru Santosh Kumar, J. S. Sonnad, Vilas S. Kulkarni, Ashalatha K.V. and K. V. Basavakumar

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Abstract

The present study was undertaken to analyze the marketing efficiency analysis of Indian major carps marketing in Andhra Pradesh. This study was mainly based on primary data, which was collected through personal interview method from fish farmers, traders, wholesalers, retailers and vendors by using pretested and well-structured schedules. Marketing plays an important and crucial role in aquaculture in general and fisheries in particular, to reach the produce (fish) from farmers to ultimate consumers. Hence, an attempt had been made to identify the marketing channels, estimate the price spread and marketing efficiency of carps in Andhra Pradesh. It was found that two marketing channels were identified for each district, the overall price spread was highest in channel-II amounting to ` 48.00 per kg of fish, followed by ` 41.62 in channel-I. Whereas, producers share in consumer’s rupee was highest in channel-I accounted 71.55 per cent followed by 68.00 per cent in channel-II. I

Keywords

Pattern of sale, marketing costs, margins, price spread and marketing efficiency

Conclusion

Farmers in the study area typically sold their first harvest to traders and their second harvest to wholesalers, so farmers in channel-I command a higher price than farmers in channel-II. The producer’s share of consumer rupee was found to be highest in channel-I of all the districts, which is a direct marketing channel and it accounted for around 85 per cent in carps. Whereas in price spread, the scenario was opposite i.e. channel-II was highest compared with channel-I. In channel-II, marketing costs and margins incurred by the marketing functionaries were more due to the fact that it was local marketing channel and it accounted for rest 15 per cent in carps. Marketing efficiency concerned, as per Acharyas method channel-I was the best channel with respect to farmers, because the net price received by the farmers was highest in channel-I compared to channel-II. While as per Shepherd method, channel-II was the best channel with respect to market functionaries, due to consumer purchas

References

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How to cite this article

Kumar, P. S., Sonnad, J. S., Kulkarni, Vilas S., Ashalatha, K.V. and Basavakumar, K. V. (2021). Marketing efficiency analysis – A case of Indian major carps marketing in Andhra Pradesh. Biological Forum – An International Journal, 13(3a): 677-682