International Journal of Agricultural Sciences

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Marketing Efficiency of Apple - A Study in Kullu District of Himachal Pradesh


Affiliations
1 Institute for Social and Economic Change, Nagarbhavi, Bengaluru (Karnataka), India
2 Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences, Bengaluru (Karnataka), India
     

   Subscribe/Renew Journal


The present study analysed the efficiency of apple marketing in Kullu district of Himachal Pradesh. Kullu district was purposively selected for the study as apple is predominantly grown in this district. The sample drawn for the study comprised of 40 apple growers of Kullu and Nagar blocks; ten apple contractors, five village traders, five wholesalers and ten retailers operating in Bhuntar Mandi of Kullu block. The modified marketing efficiency analysis was used to analyse the efficiency of marketing channels of apple while the Garrett's ranking technique was used to rank the marketing constraints faced by apple growers. Among the three marketing channels prevailing in the study area, channel III (Producer - Retailer - Consumer) was the most efficient channel as it had the highest modified marketing efficiency index of 6.97. Majority (50 %) of the growers marketed apple through channel III which accounted for about 56 per cent of the total quantity sold by them. The price spread was the lowest (Rs. 122.35) in channel III; and accordingly, the producer's share in final consumer rupee was the highest (87.45 %). The total marketing cost incurred per box (20 kg of apple) by pre-harvest contractor, village trader, wholesaler and retailer was Rs. 88, Rs. 80, Rs. 43, and Rs. 72, respectively. Among the various marketing costs, packing was the major cost followed by transportation for pre-harvest contractor, village trader and retailer; while for the wholesaler, transportation was the major cost followed by storage. The major marketing constraint faced by apple growers was fluctuations in prices.

Keywords

Apple, Marketing Efficiency, Marketing Channel, Marketing Cost, Marketing Margin.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Azad, K.C., Swarup, R. and Sikka, B.K. (1988).Horticultural Development in hill Areas - A study of Himachal Pradesh. Mittal Publications, DELHI, INDIA.

  • Bhat, J. (2008). Problems of apple marketing in Kashmir. J. Res. Comm. & Mgmt., 1(6) : 105-111.

  • Bhat, J.A. and Aara, R.F. (2012). Marketing Efficiency of Kashmir Apple. Internat. J. Scient. & Res. Publicat., 2(7): 1-5.

  • Chavan, A.A., Kalyankar, S.P., Shelke, R.D., Kapse, P.S. and Thombre, P.S. (2009). Fruit marketing cost and marketing margins in the marketing system in Parbhani market of Maharashtra State. Agric. Update, 4(1) : 218-220.

  • Garrett, H.E. and Woodworth, R.S. (1969). Statistics in Psychology and Education. Vakils, Feffer and Simons Pvt. Ltd., Bombay, p. 329.

  • Malik, Z.A. (2013). Assessment of apple production and marketing problems in Kashmir valley. J. Economic & Social Develop., 9(1) : 152-156.


Abstract Views: 282

PDF Views: 0




  • Marketing Efficiency of Apple - A Study in Kullu District of Himachal Pradesh

Abstract Views: 282  |  PDF Views: 0

Authors

Sonia Minhas
Institute for Social and Economic Change, Nagarbhavi, Bengaluru (Karnataka), India
M. R. Girish
Department of Agricultural Marketing, Co-operation and Business Management, University of Agricultural Sciences, Bengaluru (Karnataka), India

Abstract


The present study analysed the efficiency of apple marketing in Kullu district of Himachal Pradesh. Kullu district was purposively selected for the study as apple is predominantly grown in this district. The sample drawn for the study comprised of 40 apple growers of Kullu and Nagar blocks; ten apple contractors, five village traders, five wholesalers and ten retailers operating in Bhuntar Mandi of Kullu block. The modified marketing efficiency analysis was used to analyse the efficiency of marketing channels of apple while the Garrett's ranking technique was used to rank the marketing constraints faced by apple growers. Among the three marketing channels prevailing in the study area, channel III (Producer - Retailer - Consumer) was the most efficient channel as it had the highest modified marketing efficiency index of 6.97. Majority (50 %) of the growers marketed apple through channel III which accounted for about 56 per cent of the total quantity sold by them. The price spread was the lowest (Rs. 122.35) in channel III; and accordingly, the producer's share in final consumer rupee was the highest (87.45 %). The total marketing cost incurred per box (20 kg of apple) by pre-harvest contractor, village trader, wholesaler and retailer was Rs. 88, Rs. 80, Rs. 43, and Rs. 72, respectively. Among the various marketing costs, packing was the major cost followed by transportation for pre-harvest contractor, village trader and retailer; while for the wholesaler, transportation was the major cost followed by storage. The major marketing constraint faced by apple growers was fluctuations in prices.

Keywords


Apple, Marketing Efficiency, Marketing Channel, Marketing Cost, Marketing Margin.

References