A TEXT BOOK ON MARKETING OF HORTICULTURAL CROPS

by Dr. V. PonnuswamiDr. V. KavithaDr. E. Alli Rani
₹ 300
ISBN Number : 978 - 1-73035 - 359 - 8

Dr. V. Ponnuswami

ICAR Emeritus Scientist, Department of Vegetable Crops, Horticultural College & Research Institute, Tamil Nadu Agricultural University, Coimbatore – 641 003.


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Dr. V. Kavitha

Post Doctoral Fellow, Department of Agricultural Economics, Tamil Nadu Agricultural University, Coimbatore – 641 003.


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Dr. E. Alli Rani

Research Associate, Department of Vegetable Crops, Horticultural College & Research Institute, Tamil Nadu Agricultural University, Coimbatore – 641 003.


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Book Overview

Marketing is an integral part of production. Production process of any activity ends only when it reaches the ultimate consumer. Agricultural marketing system is defined in broadest terms, as physical and institutional set up to perform all activities involved in the flow of products and services from the point of initial agricultural production until they are in the hands of ultimate consumers. This includes assembling, handling, storage, transport, processing, wholesaling, retailing and export of agricultural commodities as well as accompanying supporting services such as market information, establishment of grades and standards, commodity trade, financing, price risk management and the institutions involved in performing the above functions. According to Acharya and Agarwal (2008), agricultural marketing is the study of all activities, agencies and policies involved in the procurement of farm inputs by the farmers and the movement of agricultural products from the farmers to the consumers. The National Commission on Agriculture defined agricultural marketing as a process which starts with a decision to produce a saleable farm commodity and it involves all aspects of market structure of system, both functional and institutional, based on technical and economic considerations and includes pre and post- harvest operations, assembling, grading, storage, transportation and distribution. The Indian council of Agricultural Research defined agricultural marketing as involvement of three important functions, namely assembling, preparation for consumption and distribution. Agricultural markets are special types of markets that have special characteristics that differ from other markets. These are mainly due to factors affecting supply of agricultural products. First of all agricultural markets are very competitive because the producers are all segregated and large in number hence they don't have much influence on the price of their products.