Socio-economic and marketing analysis of apple growers in Mandi district of Himachal Pradesh

Apple (Malus x domestica) accounts for 50% of the world's deciduous fruit tree production. Apple, commonly known as a temperate crop, has become a gainful cash crop for the people in northwestern Himalayas. The objective of the study was to determine the socio-economic status of growers involved and how different socio-economic factors influence production in Mandi district of Himachal Pradesh. The analysis was based on data based on survey of 60 farm households. The result revealed that the value of regression coefficients were 7.33 for area under apple cultivation, 3.84 for educational attainment and 24.86 for marital status were found significant and positively related with yield of apple. Marketing efficiency was examined and highest in channel A (4.90) followed by channel B, C and D which means channel A was more efficient. But the maximum quantity transacted from channel D (66%) followed by channel C, B and D. It can be observed that producer's price varied from Rs. 3986 to Rs. 4700 among different channels. Information on market potential, price and market intelligence is required to be collected through market survey so that proper marketing strategy could be formulated. A sound data base of market potential along with their potential needs to be created.