Marketing structure of grapes in district Ganderbal of Jammu and Kashmir

The purpose of this work was to investigate the current grape marketing system in order to determine the producers’ share of the consumer rupee, marketing efficiency, and price spread of marketing intermediaries in the domestic market. The research was conducted in a purposefully selected district ganderbal in Jammu and Kashmir State with the most grape-growing area. A total of 120 grape producers were chosen at random from six villages using the proportionate allocation method. The primary data was gathered using a survey method and a well-structured questionnaire and interview schedule. Data was gathered from farmers, wholesalers, retailers and consumers who were interviewed and tallied on an average basis. Producer-consumer, producer-commission agent-wholesaler-retailer-consumer, and producer-wholesaler-retailer-consumer were identified as three marketing channels in the study. The information was gathered in order to determine the producer’s share of the consumer rupee, pricing spread, and marketing efficiency. The marketing cost and marketing margin of respondents in channel II was higher than the channel III followed by channel I. Out of these, the channel I was considered to be the most efficient.