Vol. 7, Issue 4 (2019)
Marketing strategy of vegetable growers in Ranchi district of Jharkhand
Author(s): BK Jha, Arun Kumar and SK Jha
Abstract: The state of Jharkhand is endowed with conducive condition for cultivation of a variety of vegetables crops. It is common knowledge that farmers do not get adequate shares in consumer’s rupee. In the backdrop of market- led extension and doubling income of the farmers, a study on “Marketing strategy of vegetable growers in Ranchi district of Jharkhand†was conducted in Ranchi district of Jharkhand. One block i.e. Kanke was purposively selected. Two villages namely, Pithoriya and Rendo were also purposively selected. Fifty farmers from each village were randomly selected making the sample size of 100 respondents. The findings indicated that major parts of the vegetables were sold in local market directly to the consumer. Price negotiation was dominated by the buyers. Majority of the respondents used cycle as a means of transport and did not adopt any primary processing measures. Farmers with larger area under vegetable crops earned higher profit. Potato was found to be the least earning crop. Hence, it could be concluded that marketing efficiency and profit margin of the farmers could be increased through the strategies like strengthening marketing infrastructure, cold chain, market information and intelligence, organization of farmers and subsidy on transportation vehicle and packaging materials.
Pages: 870-874 | 349 Views 78 Downloads
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How to cite this article:
BK Jha, Arun Kumar, SK Jha. Marketing strategy of vegetable growers in Ranchi district of Jharkhand. Int J Chem Stud 2019;7(4):870-874.
