Factors influencing in marketing behaviour of farmers and their suggestions for market-led-extension

Factors influencing refers as situation or circumstances which impede, confine or restrict the activity or performance of an individual. The factors influencing in marketing behaviour may also be in the form of difficulties, constraints, and bottleneck experienced by the farmers. These may enforce the farmers to take certain decisions in the process of farming and marketing. The study was carried out in 7 districts of South Gujarat to identify the factors influencing in marketing in marketing behaviour of the APMC farmers. Total 160 farmers were randomly selected from 16 villages, 2 villages from each 8 APMCs of South Gujarat. The factors influencing in marketing behaviour of the farmers are high cost of inputs, monopoly of traders/middlemen, shortage of labours, low market rate for the produce and fluctuation of market price were majorly pursuing factors while farming and marketing by the farmers in the study area.