In the recent years, the supply of high-value vegetables by producers to modern retail outlets or marketing institutions has brought in a new form of organized marketing based on changing consumer demand. The study has reviewed the marketing system by comparing marketing cost, marketing margins, price spread, and producer's share in consumer's rupee and marketing efficiency of supermarket and traditional market of two vegetables, viz. bhendi and brinjal, in Pune district of Maharashtra. The study has revealed that the net price received by vegetable growers and producer's share in consumer's are higher in the supermarket channel than in the traditional market channel. The marketing cost incurred at the cultivators’ level is higher in the traditional channel than in the supermarket channel. It could be inferred from the study that the perishable nature of vegetables, lack of proper storage facilities and paucity of organized marketing system in traditional market channel lead to occurrence of major share of retailers margin and higher proportion of marketing cost. The supermarket channel has been found more efficient than the traditional market channel. The study was observed that government should develop modern market infrastructure through public-private partnership for marketing of high-value vegetables.
Supermarkets, traditional markets, vegetables, marketing efficiency, marketing cost, Maharashtra
