Asian Journal of Research in Marketing
  • Year: 2016
  • Volume: 5
  • Issue: 5

Profiling Farmers to Determine Agri-Marketing and Supply Chain Realities: A Study on Locally Grown Vegetables

  • Author:
  • Vikram Baliga1, Harish G Joshi2, Sandeep Shenoy3
  • Total Page Count: 8
  • Page Number: 9 to 16

1Assistant Professor, Department of Commerce, Manipal University, India

2Professor, School of Management, Manipal University, India

3Associate Professor & Head, Department of Commerce, Manipal University, India

Online published on 30 March, 2017.

Abstract

The paper attempts to study the problems faced by farmers who grow vegetables in a small district in the state of Karnataka, India. Exploratory survey using Delphi technique is used to understand the problems from experts of Zonal Agriculture Research Centre (ZARS) India. Rank order analysis is used to find out the important problems associated with agriculture supply chain. Farmers have been profiled using size of the land holding, level of income and distribution channels. The study has facilitated the development of a marketing model intended to increase the consumption of vegetables by identifying the problems and challenges associated with the agri-supply chain

Keywords

Vegetable Marketing, Agri-Supply Chain, Horticulture Marketing Model