Department of Agricultural Economics, College of Agriculture, ANGRAU, Rajendranagar, Hyderabad – 500 030, Andhra Pradesh.
The present study has been conducted in the Ranga Reddy district of Andhra Pradesh with the objectives of finding the procedure involved in corporate retail marketing and identifying the constraints and apprehensions associated with this sector. It is based on the primary and secondary data which was subjected to both tabular and functional analyses. The corporate retail marketing has two parts, viz. back-end operations and front-end operations. The back-end operations comprise three channels, which are useful under three different situations. The frontend operations include display, maintenance of retail sale-outlet, etc. The study has identified the following major constraints: rejection of low-grade quality vegetables, lack of knowledge about grading system and non-availability of quality inputs. The apprehensions observed in the study include: companies may prefer to tie-up with only big farmers, may push farmers to single crop cultivation, and may establish monopoly by procuring all/most produce.
