Study on Marketing Pattern of Chilli Cultivation in Wokha District of Nagaland

The present research study was conducted in Wokha district of Nagaland during the year 2015–16 for the assessment of economics and marketing of chilli. The study comprises of 60 sample farmers by following a multi stage stratified random sampling technique. The selected farmers were stratified into three groups viz., Group-I marginal (< 1 ha), Group-II small (1.01 to 2.00 ha) and Group-III medium (> 2.01 ha & above) based on the area under land holding of the respondents. Two marketing channels of chilli marketing were identified viz., Producer-Consumer (Channel I), Producer-Retailer-Consumer (Channel II). Producer share in consumer rupee was higher in channel-I (80.0%) as compared to channel-II (57.14%). Marketing efficiency was estimated using Shepherd's formula and it was found that marketing efficiency was higher in channel-I (39.02%) as compared to channel-II (18.67%).