MARKETING COST, CHANNELS AND CONSTRAINTS: A CASE STUDY OF VEGETABLES MARKETING IN TELANGANA STATE
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Authors
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KONDAL KAPPA*, CH. ANURADHA and B. PRAVEEN KUMAR
Department of Economics, Osmania University, Hyderabad- 500 007
Keywords:
Garret Ranking Technique, Marketing Channels, Marketing Constraints, Marketing Cost, Telangana State, VegetablesAbstract
The purpose of this research is to determine the cost, channels, and constraints associated
with vegetable marketing in Telangana State. The study conducted during 2016-17 analysed the
primary data using a multistage random sampling technique. The results revealed that lowest, highest,
and total average marketing expenses per acre were Rs.765, Rs.4275, and Rs.2190, respectively.
Marginal farm size and green chilli producers paid the highest average marketing cost on vegetables
per acre (Rs.2342) and (Rs.2862), respectively, which was more than the total average marketing
cost (Rs.2190 per acre). The vast majority (95.8%) of vegetable producers transported their products
through the PCRC channel (Producer-Commission Agent-Retailer-Customers). The primary constraint
is scarcity of storage space in marketplaces, which ranks top with a Garrett mean score of 69.11. The
study advised that, in light of the scarcity of information in their various market locations, the government
should establish a dedicated television channel devoted entirely to market pricing, market data, and
vegetable farming. With the welfare of farmers in mind, the government should organise market
functionaries and encourage the development of market infrastructure (i.e., cold storage facilities),
as well as enhance market led extension services.
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