Study on Analysis of Marketing Efficiency of Marketing Channels for Tomato in Haryana

Description

Page: 167-170

Anamika¹, Suman Ghalawat², Jyoti³, Neelam Kaushal⁴, and Jyoti Pareek⁵ (Department of Business Management, CCSHAU, Hisar, Haryana¹,²,³,⁵ and Mittal School of Business, LPU, Phagwara, Punjab⁴)

The tomato is one of the most remunerative and commercial vegetables in Haryana due to its substantial demand in every household in and out of the country. The research analysis has been carried out in the state of Haryana covering Kurukshetra, Karnal, and Yamuna Nagar districts in 2021-22 considering a significant contribution to the area and production of tomatoes. The required information has been gathered via the method of personal interviews of tomato growers and marketing middlemen utilizing a pretested and pre structured- survey schedule taking a total sample of 210 farmers and 45 market intermediaries to analyze the marketing efficiency of different channels involved in selling tomatoes in Haryana. The results of the study concluded that Channel-V (direct marketing channel) was found most efficient and profitable due to the absence of market intermediaries. Farmers’ net prices were also higher in direct marketing channels due to no marketing margin being forced in the absence of intermediaries.