Factors influencing the selection of Distribution Channels in Vegetable Supply Chain-An Analytical Study of Farmers in Telangana State

The purpose of this paper is to understand the criteria used by farmers for selecting the distribution channel for their vegetable. This was part of a study to find the efficiency of different channels for vegetable supply chain and relevant questionnaire was designed to understand farmer's preference and reason behind that. The data was collected based on questionnaire from 410 farmers who are using different channels. The data analysis is based on the sample data for four districts of Telangana and three selected vegetables which are assumed to be representative of the overall sample frame. It was observed that the farmers are having specific channel preferences and criteria for channel selection that often varies from channel to channel. The reasons for different channel selection was identified for each channel and highlighted the most important reasons identified by the farmers through detail interview.