Marketing performance and factors influencing farmers choice for agricultural output marketing channels: the case of garden pea (Pisum sativum) in India
Agriculture is the backbone of Indian economy and farmers play significant role in sustaining the sector. However, farmers face several challenges such as poor market access and limited access to market information which adversely affect their marketing performance. Therefore, this study aimed to ex...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2023-12-01
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| Series: | Frontiers in Sustainable Food Systems |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fsufs.2023.1270121/full |
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| author | Pankaj Thakur Pankaj Thakur Piyush Mehta Chhaya Devi Prashant Sharma Krishna Kumar Singh Shikha Yadav Priyanka Lal Yashpal Singh Raghav Promil Kapoor Pradeep Mishra |
| author_facet | Pankaj Thakur Pankaj Thakur Piyush Mehta Chhaya Devi Prashant Sharma Krishna Kumar Singh Shikha Yadav Priyanka Lal Yashpal Singh Raghav Promil Kapoor Pradeep Mishra |
| author_sort | Pankaj Thakur |
| collection | DOAJ |
| description | Agriculture is the backbone of Indian economy and farmers play significant role in sustaining the sector. However, farmers face several challenges such as poor market access and limited access to market information which adversely affect their marketing performance. Therefore, this study aimed to examine the marketing performance and factors influencing farmers choice for agricultural output marketing channels in garden pea in the Indian state of Himachal Pradesh. The study utilized primary data collected through structured questionnaires administered via the interview method to a sample size of 400 farmers selected through a multistage stratified random sampling technique. The data collected were analyzed using descriptive statistics and acharya approach to study the marketing performance. Further, a multinomial logistic regression model was used to determine the factors that influence farmers marketing choice of marketing channels. Additionally, the constraints experienced by farmers during marketing were investigated using garret ranking. The study revealed that farmers who sold their pea directly to consumer had higher marketing performance than those who sold through market intermediaries such as local traders, commission agents and wholesalers. Further, the results indicated that farm income, farm experience, distance to the market and market information were significant determinants of farmers choice for marketing channels. Whereas, lack of market consultancy, high commission chargers and poor transportation were the major constraints faced by farmers during marketing of pea. The findings of this study highlight the need for policymakers to develop and implement interventions that enhance farmers marketing skill, facilitate access to markets, improve negotiation power which can lead to higher incomes for farmers, improve their livelihoods, better quality produce for consumers and a more efficient and sustainable food system. |
| first_indexed | 2024-03-09T01:58:38Z |
| format | Article |
| id | doaj.art-5fb0b35e44f64952bb927fe2878bb8a9 |
| institution | Directory Open Access Journal |
| issn | 2571-581X |
| language | English |
| last_indexed | 2024-03-09T01:58:38Z |
| publishDate | 2023-12-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sustainable Food Systems |
| spelling | doaj.art-5fb0b35e44f64952bb927fe2878bb8a92023-12-08T11:08:12ZengFrontiers Media S.A.Frontiers in Sustainable Food Systems2571-581X2023-12-01710.3389/fsufs.2023.12701211270121Marketing performance and factors influencing farmers choice for agricultural output marketing channels: the case of garden pea (Pisum sativum) in IndiaPankaj Thakur0Pankaj Thakur1Piyush Mehta2Chhaya Devi3Prashant Sharma4Krishna Kumar Singh5Shikha Yadav6Priyanka Lal7Yashpal Singh Raghav8Promil Kapoor9Pradeep Mishra10Department of Business Management, Dr. Yashwant Singh Parmar University of Horticulture and Forestry, Solan, IndiaDepartment of Agribusiness Management, Acharya Narendra Deva University of Agriculture and Technology, Ayodhya, IndiaDepartment of Business Management, Dr. Yashwant Singh Parmar University of Horticulture and Forestry, Solan, IndiaDepartment of Humanities and Social Sciences, National Institute of Technology, Hamirpur, Himachal Pradesh, IndiaDepartment of Silviculture and Agroforestry, Dr. Yashwant Singh Parmar University of Horticulture and Forestry, Solan, Himachal Pradesh, IndiaDepartment of Agricultural Economics, Acharya Narendra Deva University of Agriculture and Technology, Kumarganj, IndiaDepartment of Geography, Miranda House, University of Delhi, New Delhi, IndiaDepartment of Agricultural Economics and Extension, School of Agriculture, Lovely Professional University, Phagwara, IndiaDepartment of Mathematics, College of Science, Jazan University, Jizan, Saudi ArabiaDepartment of Plant Pathology, Chaudhary Charan Singh Haryana Agricultural University, Hisar, India0College of Agriculture, Rewa, (M.P.), Jawaharlal Nehru Krishi Vishwa Vidyalaya, Jabalpur, IndiaAgriculture is the backbone of Indian economy and farmers play significant role in sustaining the sector. However, farmers face several challenges such as poor market access and limited access to market information which adversely affect their marketing performance. Therefore, this study aimed to examine the marketing performance and factors influencing farmers choice for agricultural output marketing channels in garden pea in the Indian state of Himachal Pradesh. The study utilized primary data collected through structured questionnaires administered via the interview method to a sample size of 400 farmers selected through a multistage stratified random sampling technique. The data collected were analyzed using descriptive statistics and acharya approach to study the marketing performance. Further, a multinomial logistic regression model was used to determine the factors that influence farmers marketing choice of marketing channels. Additionally, the constraints experienced by farmers during marketing were investigated using garret ranking. The study revealed that farmers who sold their pea directly to consumer had higher marketing performance than those who sold through market intermediaries such as local traders, commission agents and wholesalers. Further, the results indicated that farm income, farm experience, distance to the market and market information were significant determinants of farmers choice for marketing channels. Whereas, lack of market consultancy, high commission chargers and poor transportation were the major constraints faced by farmers during marketing of pea. The findings of this study highlight the need for policymakers to develop and implement interventions that enhance farmers marketing skill, facilitate access to markets, improve negotiation power which can lead to higher incomes for farmers, improve their livelihoods, better quality produce for consumers and a more efficient and sustainable food system.https://www.frontiersin.org/articles/10.3389/fsufs.2023.1270121/fullmarketing channelsperformanceefficiencyfactorschoicemultinomial logistic regression |
| spellingShingle | Pankaj Thakur Pankaj Thakur Piyush Mehta Chhaya Devi Prashant Sharma Krishna Kumar Singh Shikha Yadav Priyanka Lal Yashpal Singh Raghav Promil Kapoor Pradeep Mishra Marketing performance and factors influencing farmers choice for agricultural output marketing channels: the case of garden pea (Pisum sativum) in India Frontiers in Sustainable Food Systems marketing channels performance efficiency factors choice multinomial logistic regression |
| title | Marketing performance and factors influencing farmers choice for agricultural output marketing channels: the case of garden pea (Pisum sativum) in India |
| title_full | Marketing performance and factors influencing farmers choice for agricultural output marketing channels: the case of garden pea (Pisum sativum) in India |
| title_fullStr | Marketing performance and factors influencing farmers choice for agricultural output marketing channels: the case of garden pea (Pisum sativum) in India |
| title_full_unstemmed | Marketing performance and factors influencing farmers choice for agricultural output marketing channels: the case of garden pea (Pisum sativum) in India |
| title_short | Marketing performance and factors influencing farmers choice for agricultural output marketing channels: the case of garden pea (Pisum sativum) in India |
| title_sort | marketing performance and factors influencing farmers choice for agricultural output marketing channels the case of garden pea pisum sativum in india |
| topic | marketing channels performance efficiency factors choice multinomial logistic regression |
| url | https://www.frontiersin.org/articles/10.3389/fsufs.2023.1270121/full |
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