Rural Agri-Marketing.
RURAL AGRI – MARKETING – WITH SPECIAL REFERENCE TO AGRICULTURAL PRODUCTS
ABSTRACT:
India is basically an agrarian society, mostly dependent on agriculture, since times immemorial. Rural marketing is as old as civilization. Surplus of the agro-products were exchanged in earlier days by barter system. Gradually, the scenario has changed with the introduction of currency, transport and communication. This has relatively increased the scope of rural marketing. There are networks of co-operative societies at the local, regional, state and national levels, which assist in agricultural marketing. The commodities mostly handled are food grains, vegetables, milk, etc. This paper discusses the present scenario of rural marketing, especially the rural produce, and its importance, current trends, middlemen exploitation and highlighting certain problems faced by our farmers in marketing their products, with possible solutions for these problems. Further it highlights the improvement required to make the rural marketing most effective and reachable to the farmers.
Keywords: Agriculture, Agro-products, rural marketing, Middlemen exploitation, possible solutions to the problems.
INTRODUCTION:
RURAL MARKETING
Marketing as a function has started much earlier when civilization started but not recognized as marketing. The rural marketing refers to the marketing of commodities starting from agricultural products, fruits, vegetables, grains and very essential commodities i.e. dairy products, both from rural and urban areas to rural sectors. The agricultural products are marketed through different means of transport, infrastructure, and storage facilities to a stretch of rural India. Hence the concern of rural marketing basically lies from raw material till the processing of the products to market and finally to the consumers. Hence rural marketing involves a lot of strategies in enhancing the products to the rural market.
MARKETING SCENARIO IN INDIA:
A network of
ABSTRACT:
India is basically an agrarian society, mostly dependent on agriculture, since times immemorial. Rural marketing is as old as civilization. Surplus of the agro-products were exchanged in earlier days by barter system. Gradually, the scenario has changed with the introduction of currency, transport and communication. This has relatively increased the scope of rural marketing. There are networks of co-operative societies at the local, regional, state and national levels, which assist in agricultural marketing. The commodities mostly handled are food grains, vegetables, milk, etc. This paper discusses the present scenario of rural marketing, especially the rural produce, and its importance, current trends, middlemen exploitation and highlighting certain problems faced by our farmers in marketing their products, with possible solutions for these problems. Further it highlights the improvement required to make the rural marketing most effective and reachable to the farmers.
Keywords: Agriculture, Agro-products, rural marketing, Middlemen exploitation, possible solutions to the problems.
INTRODUCTION:
RURAL MARKETING
Marketing as a function has started much earlier when civilization started but not recognized as marketing. The rural marketing refers to the marketing of commodities starting from agricultural products, fruits, vegetables, grains and very essential commodities i.e. dairy products, both from rural and urban areas to rural sectors. The agricultural products are marketed through different means of transport, infrastructure, and storage facilities to a stretch of rural India. Hence the concern of rural marketing basically lies from raw material till the processing of the products to market and finally to the consumers. Hence rural marketing involves a lot of strategies in enhancing the products to the rural market.
MARKETING SCENARIO IN INDIA:
A network of
References: [1]Agricultural marketing in India (1995), www.google.com [2]N.S.Shibu, Rural marketing in India – With special reference to agricultural produce in India, www.google.com [3]www.kmf .com [4]www.kisancreditcard.com [5]www.kisancallcentre.com [6]www.kolar.com Philip Kotlar, Marketing Management (1982), 8th Edition P.C.Tripathi, P.N. Reddy, Principles of Management, Tata McGraw Hill