Economics of Marketing of Muskmelon in Akola District

The present study of economics of marketing of muskmelon in Akola district was carried out during the year 2013–2014. The study was based on primary data. The primary data of 60 growers were collected from tahsils of Akola districts and functionaries involved in muskmelon procurement producer, wholesalers, and retailer were selected for collecting information. The muskmelon producers have been found to be follow two channels for marketing of muskmelon; channel-I Producer ‘! Consumer and channel-II Producer ‘! Wholesaler ‘! Retailer ‘! Consumer. The marketing cost has been found higher in channel-II due to involvement of more middleman in channel. Producer share has been computed as highest in channel-I i.e. 95.00 per cent and channel-II 73.32 percent. The study has suggested that measures need to be adopted to increase access of farmers to market information and they should be motivated to market the produce collectively to reduce the cost on transportation.