Agriculture Marketing

gurpreetsingh · Dec 3, 2011

The term agricultural marketing is composed of two words -agriculture and marketing. Agriculture, in the broadest sense means activities aimed at the use of natural resources for human welfare, and marketing connotes a series of activities involved in moving the goods from the point of production to the point of consumption. Specification, the subject of agricultural marketing includes marketing functions, agencies, channels, efficiency and cost, price spread and market integration, producer’s surplus etc. The agricultural marketing system is a link between the farm and the non-farm sectors.


Agricultural marketing involves in its simplest form the buying and selling of agricultural produce. This definition of agricultural marketing may be accepted in olden days, when the village economy was more or less self-sufficient, when the marketing of agricultural produce presented no difficulty, as the farmer sold his produce directly to the consumer on a cash or barter basis. But, in modem times, marketing of agricultural produce is different from that of olden days. In modem marketing, agricultural produce has to undergo a series of transfers or exchanges from one hand to another before it finally reaches the consumer.







*Importance and Objectives of Agriculture Marketing







*The farmer has realized the importance of adopting new techniques of production and is making efforts for more income and higher standards of living. As a consequence, the cropping pattern is no longer dictated by what he needs for his own personal consumption but what is responsive to the market in terms of prices received by him. While the trade is very organised the farmers are not Farmer is not conversant with the complexities of the marketing system which is becoming more and more complicated. The cultivator is handicapped by several disabilities as a seller. He sells his produce at an unfavorable place, time and price. The objectives of an efficient marketing system are: 1. to enable the primary producers to get the best possible returns, 2. to provide facilities for lifting all produce, the farmers are willing, to sell at an incentive price, 3. to reduce the price difference between the primary producer and ultimate consumer, and 4. to make available all products of farm origin to consumers at reasonable price without impairing on the quality of the produce. 







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hendrick · Dec 23, 2011

Study on buying behaviour of rural consumer indicates that the rural retailers influences 35%u0025 of purchase occasions. Therefore sheer product availability can affect decision of brand choice, volumes and market share. Some of the FMCG giants like HLL took out project streamline to significantly enhance the control on the rural supply chain through a network of rural sub-stockists, who are based in the villages only. Apart from this to acquire further edge in distribution HLL started Project Shakti in partnership with Self Help groups of rural women.

Agriculture Marketing

gurpreetsingh

Gurpreet Singh

hendrick

Henrick A