Profitability Analysis and Stakeholders Perception of Banana Value Chain in Nadia District of West Bengal
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Keywords:Value chain, Marketing efficiency, Marketing margin, Stakeholders, Producerâ€™s share in consumers rupees
Banana occupies the highest rank among Indiaâ€™s fruit crops both in area and production.Â The study was conducted on four randomly selected banana marketing channels namelyÂ Habibpur to Kolkata marketing channel (Channel-I), Habibpur local marketing channel (Channel-II), Kalyani to Kolkata marketing channel (Channel-III), and Kalyani localÂ marketing channel (Channel-IV) of Nadia District of West Bengal during 2019 to identify marketing efficiency of the channels and comparing them in respect of value chainÂ management (VCM) abilities. The responses were collected from forty producers, sixteen commission agents, thirty wholesalers, forty-four retailers, and twenty consumers of theÂ marketing channel through a structured interview schedule. It was observed that theÂ marketing efficiency of the Channel-III for all of the four important banana varieties of â€˜Singapuriâ€™, â€˜Champaâ€™, â€˜Martamanâ€™ and â€˜Kanthaliâ€™ were higher than the Channel-I because
of its better transportation management system, storage management facilities, and value distribution index. The marketing efficiency of the local marketing channel was distinctlyÂ higher in respect of Kolkata marketing channels. Less number of the stakeholderâ€™s intervention in the local market channels might be the determining factor for it.
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