An Economic Analysis of Mushroom Marketing in Jammu and Kashmir

Mushroom is also one of the important crops grown in Jammu province of J&K state during winter season. The objective of the present investigation was to study the different marketing channel and marketing efficiency. Four types of marketing channels were identified being followed by the mushroom growers in the study area, the first one channel was the ‘mushroom grower-wholesaler-retailer-consumer ’ ’, second channel was the ‘mushroom grower-retailer-consumer ’, third channel was the ‘mushroom grower-wholesaler-consumer ’and fourth channel was the ‘mushroom grower-consumer ’. The marketing efficiency was higher in the case of marketing Channel-TV with the estimated figures standing at 1.75 followed by the 1.25, 1.16 and 1.06 in the case of marketing Channel-Ill, II, and I, respectively. It was concluded that the marketing was not that efficiently being done as it could have been otherwise, provided a good infrastructure and favourable govt. policies. It was suggested that the regulation of the Fruit and Vegetable markets in Jammu need to be regularised at the earliest so as to curb the menaces of marketing malpractices in the study area.