Marketing of Mango: Perceived Constraints During Normality and due to Lockdown in West Bengal

Abstract

The study was undertaken to assess the perceived constraints in marketing of mango duringnormality and due to lockdown in West Bengal. In all, 90 respondents were randomlyconsidered for the study with equal proportionate of small, medium and large farmers.The perceived constraints faced and suggestions in improving the marketing of mangoeswere analyzed through Garrett ranking techniques. The study shows that the majorperceived constraints in marketing of mangoes during normality were high fluctuation inmarket price during season followed by inadequate marketing channel and exploitation bymiddlemen. But during the lockdown, the major perceived constraints were no market tosell their mangoes followed by exploitation by middlemen and small opening hours ofmarket. The suggestive measures recommended by the mango growers to improve marketingopportunities were stable market rate according to grade of mangoes followed by propermarketing channel and elimination of middlemen. The mangoes growers had not felt needfor cooperative marketing network or formation of Farmer Producer Company for itsmarketing.