P. K. SINGH*, O. P. SINGH AND N. RAKESH
Department of Agricultural Economics, Institute of Agricultural Sciences, Banaras Hindu University, Varanasi221 005 (Uttar Pradesh), India
*(e-mail : pksbhu222@gmail.com; Mobile : 87650 00465)
(Received : December 20, 2021; Accepted : February 11, 2022)
ABSTRACT
Horticultural sector in the recent years made remarkable achievement in terms of augmentation in area
and production under different crops, enhancement in productivity, crop diversification, technological
interventions for production, post-harvest and marketing channels. The present study was an attempt
to study the marketing channels, marketing cost, marketing margin, marketing efficiency and producers’
share in consumers in rupee for tomato crop. Primary data were collected from farmers and market
intermediaries from Kolar district of Karnataka. Results suggested that four different marketing channels
prevailied in the study area for movement of tomato from producers to consumers. Out of these channels,
channel-I (organised sector) was identified as more efficient and higher share of producers’ share in
consumers’ rupee than the other marketing channels. Therefore, from the study it was concluded that
there was inverse relationship between number of market intermediaries and marketing efficiency and
producers’ share in consumers’ rupee.
Key words : : Marketing efficiency, price spread, organized sector, marketing channels, producers’ share in consumers’ rupee