Marketing, Communication and Production Constraints Faced by Vegetable Growers in Western Uttar Pradesh

Pramod Tripathi; D.K. Singh; L.B. Singh; Satya Prakash; Shivendra Pratap Singh

doi:10.48165/

Authors

Pramod Tripathi Sardar Vallabhbhai Patel University of Agriculture & Technology https://orcid.org/0009-0006-5240-341X
D.K. Singh Sardar Vallabhbhai Patel University of Agriculture & Technology
L.B. Singh Sardar Vallabhbhai Patel University of Agriculture & Technology
Satya Prakash Sardar Vallabhbhai Patel University of Agriculture & Technology
Shivendra Pratap Singh Sardar Vallabhbhai Patel University of Agriculture & Technology

Keywords:

Communication Constraints, Constraint Severity Index, Marketing Behaviour, Marketing Constraints, Production Constraints, Vegetable Cultivation, Vegetable Growers.

Abstract

Vegetable cultivation played a vital role in farm income, employment and nutritional security in India. Growers, however, faced multiple production and marketing challenges, yet evidence on their relative severity in Western Uttar Pradesh remained limited. The study was undertaken during 2025 to analyse marketing, communication and production constraints among vegetable growers and to examine factors influencing their overall constraint level. An ex post facto design was employed in Meerut and Bulandshahr districts of Western Uttar Pradesh. Data were collected from 180 growers through multistage sampling using a pre-tested interview schedule of established validity and reliability. Constraint Severity Index (CSI), Pearson correlation and stepwise regression were used. Price fluctuation and lack of remunerative prices was the most severe marketing constraint (CSI = 87.78%), lack of technical and market-related information the leading communication constraint (CSI = 83.15%) and high cost of fertilizers and inputs the foremost production constraint (CSI = 87.04%). Economic motivation, information-seeking behaviour, annual income and landholding significantly influenced the overall constraint level, jointly explaining 44.10 per cent of the variation. Stronger extension support, reliable market information and timely access to quality inputs are recommended.

Author Biographies

Pramod Tripathi, Sardar Vallabhbhai Patel University of Agriculture & Technology

Ph.D. Scholar, Department of Agricultural Extension Education
D.K. Singh, Sardar Vallabhbhai Patel University of Agriculture & Technology

Professor, Department of Agricultural Extension Education
L.B. Singh, Sardar Vallabhbhai Patel University of Agriculture & Technology

Professor, Department of Agricultural Extension Education
Satya Prakash, Sardar Vallabhbhai Patel University of Agriculture & Technology

Professor, Department of Agricultural Extension Education
Shivendra Pratap Singh, Sardar Vallabhbhai Patel University of Agriculture & Technology

Ph.D. Scholar, Department of Agricultural Extension Education

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