Impact of Corporate Retailing on Price Spread Of Cauliflower in Odisha

Abstract

The research study was conducted to know the impact of corporate retail marketing on price spread and profit of cauliflower cultivators in Bhubaneswar, Khurdha district of Odisha. Data were collected through a well prepared questionnaire from farmers supplying cauliflower through corporate retail market channel and traditional market channel. Three market channels were found out in the study area. Those were channel I: producers-commission agent-wholesaler-retailer-consumer, channel II: producer-wholesaler-retailer-consumer and channel III: producer-corporate market collection centre -corporate retail market's city processing centre retail outlet- consumers. Marketing cost (Rs. 25162.86) was highest for channel I and lowest for channel III and it was Rs. 9390/ha.Producers supplying their produce to corporate retail market's collection centre i.e. channel III were getting highest profit (Rs 3.49/Kg) than other two market channel. In channel I, producer's share in consumer's rupee was 32.93 percent. In channel II producer's share in consumer rupee was 35.93 percent and in channel III producer's share in consumer rupee was highest and it was 51.66 percent. Net margins of intermediaries were highest in channel I (36.5 percent) and it was less in channel III (22.5 percent) indicating that marketing efficiency was highest for channel III.