MARKETING PRACTICES OF POTATO: A CASE STUDY OF ARAVALLI DISTRICT OF GUJARAT

H. SODHI¹*, A. PATEL^2
1V. M. Patel Institute of Management, Ganpat University, Kherva, Mehsana 384001, Gujarat, India
²V. M. Patel Institute of Management, Ganpat University, Kherva, Mehsana 384001, Gujarat, India
* Corresponding Author : harpreet20dec@gmail.com

Received : 14-03-2019     Accepted : 27-03-2019     Published : 30-03-2019
Volume : 11     Issue : 6       Pages : 8140 - 8142
Int J Agr Sci 11.6 (2019):8140-8142

Keywords : Marketing channels, Marketing cost, Marketing margin, Potato, and Price spread
Academic Editor : Dr S. Acharya, Dr S.N. Jaimini
Conflict of Interest : None declared
Acknowledgements/Funding : Authors are thankful to V. M. Patel Institute of Management, Ganpat University, Kherva, Mehsana 384001, Gujarat, India
Author Contribution : All author equally contributed

The present study was focused on the marketing of fresh and stored potato in Aravalli district of Gujarat, India. From the district, two talukas viz., Bayad and Modasa were purposely selected having the highest area and production. From each taluka, three villages were selected. In all 100 farmers, 20 wholesalers, 25 semi wholesalers and 40 retailers were surveyed for the study. Major marketing channels identified in the study for fresh potato was Farmer-Wholesaler-Semi Wholesaler-Retailer-Consumer and for the stored potato, it was Farmer-Cold storage-Wholesaler- Retailer-Consumer. It was observed that the price spread of stored potato marketing channel was high due to higher marketing cost of storage. The farmers were getting good prices of their produce during the peak season and lower prices in the off season resulting the bumper availability of potato from the cold stores.

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