The present study was an attempt to identify the marketing channel and analyse the marketing cost, price spread, marketing efficiency and constraints in the supply chain of pineapple in dominant production areas of Nagaland. Primary data were collected from 100 pineapple growers, 12 retailers, 3 wholesalers and 5 local traders to study the functioning of marketing in the study area. Total five channels were identified which were used for marketing pineapple and Channel III (Producer-Retailer-Consumer) was found to be the most preferred channel by producer. It was observed that highest quantity (44.65%) of pineapple was transacted through retailers, indicating retailers as the prominent middlemen in supply chain of pineapple. The price spread was found to be maximum in Channel II ( 14816.68/tonne), as it involved more intermediaries. The producer’s share in consumer’s rupee was found maximum in channel IV (87.47%) where the produce was sold directly to the ultimate consumer. The market efficiency estimated discovered direct channel, i.e, Channel IV with efficiency of 6.98 as the most efficient channel. Lack of storage and cool chain facilities were the major problems hindering both producers and intermediaries in marketing. Other problems like inaccessibility of market, fluctuating price and low prices of the fruit during production glut were also reported.
Pineapple, Marketing channel, Price spread, Marketing-efficiency, Constraints
