Marketing practices of mushroom growers in Punjab

Abstract

The present research was under taken with the objectives of analyzing the marketing practices of the selected mushroom growers in Punjab and identifying the problems involved in marketing of mushroom. A sample of 50 mushroom growers was taken from list of mushroom growers obtained from Directorate of Horticulture, Punjab and Department of Microbiology, Punjab Agricultural University, Punjab. None of the mushroom growers were using promotional elements for marketing of their produce. All the mushroom growers were selling their produce in packaged form but without any brand name. The major problems faced by mushroom growers in marketing of the produce were non-popularity and high perishability of the produce, low demand due to high prices, lack of local processing facilities, and inadequate transportation facility from farm to market. Nonavailability of sufficient market information also affects operational efficiency of the mushroom growers.