Marketing Analysis of Marigold in Jammu Subtropics of Jammu and Kashmir

Abstract

An economic analysis of marketing was done in Jammu region to analyze the efficiency of exchange of flowers from production to consumption side. Primary data were collected from farmers selected through multistage sampling technique and wholesalers and retailers selected randomly from subtropical area of Jammu and Kathua districts in 2017-18. Five marketing channels were found in the study area which were farmer-retailer-consumer, farmer-wholesaler-retailer-consumer, farmer- retailer (pre harvest contract)-consumer, farmer-retailer (farm marketing)-consumer, farmer-consumer in which first 3 were followed by farmers of Jammu district and all 5 were followed in Kathua district. In Jammu district, the most efficient marketing channel was channel III followed by I and II while in Kathua district, channel V was found most efficient followed by channel IV, III, I and II. Major marketing constraints faced by farmers were distant markets followed by lack of regulated markets, lack of market information and high transportation cost.