FACTORS AFFECTING SELECTION OF MARKETING CHANNEL FOR VEGETABLE FARMERS IN SUNDARGARH, DISTIRCT

Abstract

India is the world’s largest producer of many vegetables, whereas Odisha ranks fourth in terms of production of vegetables. Sundergarh district in Odisha plays an important role for the vegetable growers and also for the consumers, so that the farmers could be benefited on one hand and on the other hand the consumers could fetch fresh vegetables in proper price. The study was carried out to find different factors affecting the selection of marketing channels for the tribals growing vegetables in Sundargarh District of Odisha. Tribal vegetable growers residing in 16 blocks of this district were undertaken for the study. Factor analysis technique was adopted to identify significant factors and their impact on the selection of marketing channels by tribal farmers of Sundargarh District. Three hundred and four samples were collected from seventeen blocks of Sundargarh through simple random sampling. Eleven factors were taken for observation based on literature review. Factor analysis was carried out on IBM SPSS Version 22. The analysis figures out a four factor solution and suggests four factors to be of the highest importance in selecting marketing channels by the tribal vegetable producer in the district of Sundargarh; namely; Time, Perishability, Quantity of Production, Types of Vegetable Produced & Knowledge of other Markets.