MARKETING CHALLENGES FACED BY FARMERS WITH SPECIAL REFERENCE TO SONITPUR DISTRICT

Tajuddin Ahmed
Research scholar (M.Phil), Rajiv Gandhi University, Arunachal Pradesh
& Assistant Professor, Department of Commerce, St. Xavier’s college,
Tezpur, Assam, India

Abstract
Agricultural marketing covers the services involved in moving an agricultural produce from the farm to the consumers. Various activities are involved in marketing the agricultural produce like market research, production planning, pricing policies, promotion strategies, and last but not the least choosing of appropriate channels of distribution. Undertaking these activities efficiently depends upon factors like knowledge of marketing, financial support, control from government etc. The study was conducted to identify the loopholes in the agricultural marketing on the part of farmers. Data collected in the study revealed that there are many drawbacks in the marketing activities which is prevalent because of factors like lack of knowledge about production planning, lack of market research/ lack of market information, unstable and unplanned pricing, little promotion, monopoly of rich middlemen in distribution.

Key words: Agricultural marketing, Problems of agricultural marketing, Measures to improve agricultural marketing

 Introduction

Agriculture, with its allied sectors is unquestionably the largest livelihood provider in India. It contributes a significant portion of the GDP of the country. But there is potential to improve the marketing of agricultural goods of the country. The farmers should not only concentrate on farming but other activities related to the overall marketing of the farming produce like market research, production planning, pricing policies, promotion strategies, and choosing of appropriate channels of distribution.An efficient marketing system is essential to protect the interest of the producers, consumers and economy as a whole (Cherunilam, 2005). Indian farmers suffer from many drawbacks like lack of knowledge of marketing, financial support, inadequate control from government which acts as a very reason for the low level of their income (Ruddar and Sundharam, 2007). This research article is dealt with to bring out the problems and provide some implementable solutions so that agriculture proves to be the sun lighting the whole economy.

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