Level of satisfaction of farmers and consumers towards supply chain management of horticultural products
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The horticulture scenario of the country is rapidly revolutionizing. India ranks first in the world in the combinedÂ production of fruits and vegetables. Supply Chain Management results in lower transaction costs and increased margins.Â Farmers are back bone for supply chain management to provide better produce to the consumer and also producerÂ continues to be the dominant consumer. A scale was developed to measure the satisfaction level of farmers and consumersÂ towards supply chain management of horticultural products based on Likert Method of Summated Ratings. Majority of the farmersÂ had medium to high level of satisfaction towards Supply Chain Management of Horticultural Products. About 60 % of theÂ consumers had high level satisfaction towards Supply Chain Management of horticultural products.