Tomato Market Dynamics: Analysing Marketing Channels, and Cost Structure in The Northern Region of West Bengal

Vegetables, especially tomatoes, have shorter cultivation period and higher productivity, which results in greater economic returns for farmers. However, the price volatility of tomatoes presents ongoing challenges for both producers and consumers. This study investigates the cost structure of tomato farming, existing marketing infrastructure, and the decision-making process of farmers regarding the choice of marketing channel. Data were collected through a structured questionnaire from 726 respondents across eight districts in North Bengal using a multistage random sampling approach. Secondary data were sourced from published reports and research papers. Descriptive analysis and multinomial logit regression were employed for data analysis. The result indicates that price fluctuations in North Bengal are influenced by weather conditions, supply-demand imbalances, and marketing efficiency. Furthermore, market information and access to credit are crucial factors in farmers’ choices of marketing channel. The study recommends additional investment in storage facilities to reduce post-harvest losses and price volatility.