Role of Commission Agency Houses in Marketing of Chillies

Marketing is an activity aimed at making available goods and services from the point of production to the point of consumption. Its efficiency is largely dependent on several intermediaries who link the producers and the ultimate consumers. In agricultural marketing, the farmers have more often than not, to depend on the intermediaries to ensure that their produce reaches the market. Commission Agents help the farmers by procuring the produce from the farmers and selling them on their behalf. This saves the farmers from much of the hassles involved in selling the produce. The role of an intermediary is particularly important in agricultural marketing, given the perishable nature of the products. This study highlights the role of commission agency houses in the marketing of chillies and the problems that they face in marketing. The findings of the study have helped in putting forth certain suggestions which, if implemented, can go a long way in improving the functioning and survival of the commission agency houses.