MARKETING DISTRIBUTION CHANNEL OF TOMATO AT MADANAPALLE BLOCK OF CHITTOR DISTRICT IN ANDHRA PRADESH

R. SULTHANA¹*, K. KUMAR², H. MAHETA³, C. BHARODIA⁴, V.Y. DOKE^5
1Department of Agri-Business Management, Post Graduate Institute of Agri-Business Management, Junagadh Agricultural University, Junagadh, 362001, Gujarat, India
²Department of Agri-Business Management, Post Graduate Institute of Agri-Business Management, Junagadh Agricultural University, Junagadh, 362001, Gujarat, India
³Department of Agri-Business Management, Post Graduate Institute of Agri-Business Management, Junagadh Agricultural University, Junagadh, 362001, Gujarat, India
⁴Department of Agri-Business Management, Post Graduate Institute of Agri-Business Management, Junagadh Agricultural University, Junagadh, 362001, Gujarat, India
⁵Department of Agri-Business Management, Post Graduate Institute of Agri-Business Management, Junagadh Agricultural University, Junagadh, 362001, Gujarat, India
* Corresponding Author : sultanashaik06@gmail.com

Received : 29-07-2019     Accepted : 13-08-2019     Published : 15-08-2019
Volume : 11     Issue : 15       Pages : 8841 - 8843
Int J Agr Sci 11.15 (2019):8841-8843

Keywords : Marketing Distribution Channel, Marketing efficiency
Academic Editor : Dr V Srinivasa Rao
Conflict of Interest : None declared
Acknowledgements/Funding : Authors are thankful to Department of Agri-Business Management, Post Graduate Institute of Agri-Business Management, Junagadh Agricultural University, Junagadh, 362001, Gujarat, India
Author Contribution : All authors equally contributed

A distribution channel is a chain of business intermediaries through which a good or service passes until it reaches the final buyer or the end consumer. The present study conducted in Madanapalle block of Chittor district in Andhra Pradesh state. The multi stage purposive sampling technique has been adopted to select the sample farmers, traders, commission agents, retailers and consumers for the study. The data collected from 165 respondents by personal interview method and analysis has done by using various standard cost concepts such as Marketing Efficiency, Price Spread, Marketing Costs, Marketing Channel and Marketing Margin to find out the market distribution channel of tomato. The study revealed that in case of tomato crop channel II was efficient compared to channel I. Consequently, marketing costs and margins were very less in channel II compared to other channel which increasd its marketing efficiency.

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