Department of Agricultural Economics, College of Agriculture, Hyderabad – 500 030, Andhra Pradesh.
The present study has determined marketing costs, marketing margins and price spread in different supply chains by purposively selecting four mandals with highest area under sweet orange. A combination of purposive and random sampling techniques has been used in the selection of markets, market functionaries, and farmers required for the study. The data collected have been subjected to various analytical tools apart form simple averages. Four important marketing channels have been identified in the marketing of sweet oranges. Out of these four marketing channels, two channels have been found to account for more than 56 per cent of the trade. The marketing efficiency of different marketing channels has been estimated and marketing costs in different channels have been worked out. The study has suggested creation of efficient marketing and processing infrastructure.
