Marketing analysis of plum in Himachal Pradesh

The study was conducted in Kullu district of Himachal Pradesh because of its greatly measurable contribution to area and production of plum in the state. To determine the marketing costs, margins, price spread and marketing efficiency of the crop in the study area, a sample of 60 plum farmers, 5 wholesalers and 5 retailers were selected randomly. The results indicated that majority of the producers sold their produce through wholesalers and retailers. From the total produce 49.97 per cent was being marketed by channel B i.e. Producer ? Wholesale ? Retailer ? Consumer. Marketing efficiency was determined using Acharya's method and was calculated to be highest in channel A (36.19) i.e. Producer ? Consumer, followed by channels D (14.32), C (4.46), and B (2.05).