1PG. Dept. of Business Administration, Sambalpur University, Odisha, India E-mail : sahoosaroj78@gmail.com
2PG. Dept. of Business Administration, Sambalpur University, Odisha, India
3PG. Dept. of Business Administration, Sambalpur University, Odisha, India
India is second largest producer of agriculture products, but Indian farmers are poorer and people are facing food crisis. In this context, the research problem can be stated as “can the vegetable marketing be efficient by integrating the consumers’ and farmer-cum-sellers’ point of view “? Based on the above problem statement, objectives of the research are to study the impact of factors of satisfaction offarmers-cum-sellers’ on their intention to continue the current profession; to study the influence of factors of consumers’ satisfaction on consumers’ positive orientation towards the vegetable shopping in regulated markets; and to integrate the above two sets offactors in the context of regulated markets for the purpose offormulating the strategies of vegetable marketing. Two sets of structured questionnaires with five point Likert scale are adopted through stratified random sampling method. Questionnaire-1 (for farmers-cum-sellers’) and questionnaire -2 (for consumers) were administered in three strata, bunch of regulated market yards. The total sample size is 300 (150 respondents each from both samples). Aiming to the above objectives, the results of study shows that 12 major factors and 11 major factors are extracted to understand the satisfaction offarmers-cum-sellers’ and satisfaction of consumers respectively. Farmers’ satisfaction has a significant positive impact on intention to continue the current profession and consumers’ satisfaction has also significant positive impact on consumers’ positive orientation towards shopping of vegetables in regulated markets. Originality of this study is that the viewpoints of farmers-cum-sellers’ and the viewpoints of consumers are integratedfor strategy formulation to make the vegetable marketing efficient in the current Indian scenario. So, the managerial implication refers that strategic decisions must be taken by integrating both the viewpoints, not by isolating them.
Consumers’, Positive Orientation, Consumers’, Satisfaction, Farmers-cum-Sellers’, Regulated Market, Vegetable Marketing Efficiency
