A Comparative Analysis of Marketing Efficiency of Vegetables in Organized Collection Centres and Traditional Channels with Respect to Select Vegetables in Ranga Reddy District of Telangana

Author: Kothapalli Tarun Chowdary, D. Srinivasa Reddy, P. Radhika, K. Supriya and Dinesh T.M.

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Abstract

Though, India is the leading producer of vegetables, producer’s share in consumer rupee was very less because of number of intermediaries involved in the marketing channel. In order to provide remunerative price to farmers, there is a need to identify an alternative marketing channel with increased marketing efficiency. Hence, this study was proposed to identify the best alternative marketing channel in comparison with traditional marketing channel. Ex-post facto research design has been adopted for the study. In Telangana, Ranga Reddy district, 60 farmers supplying to organized retail collection centers and 60 farmers selling through traditional marketing channels; thus, a total of 120 farmers have been selected as respondents for the study. The major vegetables cultivated in Ranga Reddy district were selected which includes Tomato, Brinjal and Cluster beans respectively. With the help of a pre-tested questionnaire, the data was gathered from the respondents and tabulated and analyzed with suitable statistical measures. From the findings, it was understood that the marketing efficiency for organized retail collection centre was higher than traditional marketing channel, as there were no middlemen involved in the marketing of produce. In addition to this, there is a significant different between the traditional marketing channel and the organized retail collection centre as selling produce in organized retail collection centre reduces the risk involved in selling of produce and the farmers were able to sell their produce within 1 hour of harvest at their nearest collection centre. Despite of long distance, farmers who had more land preferred to sell their produce in traditional market than organized retail collection centre. While, as a student researcher, time and money constraints limited the selection of vegetables (only three) and organized collection centres of Ranga Reddy district. Hence, an in-depth study on the status of organized collection centres in improving the marketing efficiency and livelihood of farmers in Telangana can be studied.

Keywords

Organized retail collection centre, Traditional marketing channel, Supply chain management, Vegetable marketing, Marketing efficiency, Producer’s share

Conclusion

Based on the findings of the study, it can be concluded that, there is a significant different between the traditional marketing channel and the organized retail collection centre. The marketing efficiency for organized retail collection centre was higher than traditional marketing channel, as there were no middlemen involved in the marketing of produce. In addition to this, selling produce in organized retail collection centre reduces the risk involved in selling of produce and the farmers were able to sell their produce within 1 hour of harvest at their nearest collection centre. Despite of long distance, farmers who had more land preferred to sell their produce in traditional market than organized retail collection centre.

References

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How to cite this article

Kothapalli Tarun Chowdary, D. Srinivasa Reddy, P. Radhika, K. Supriya and Dinesh T.M. (2023). A Comparative Analysis of Marketing Efficiency of Vegetables in Organized Collection Centres and Traditional Channels with Respect to Select Vegetables in Ranga Reddy District of Telangana. Biological Forum – An International Journal, 15(2): 46-51.