Marketing Pattern and Efficiency of Khasi Mandarin in Meghalaya

Abstract

An attempt has been made to study the marketing of Khasi mandarin in Sohra market of East Khasi Hills and Mawkyrwat market of West Khasi Hills districts of Meghalaya during the year 2015–16. Primary data was collected from selected mandarin growers constituting eighty (80) growers and five (5) intermediaries operating at each level of marketing channels. Three distribution Channels were identified viz., Channel-I (Producer →Wholesaler →Retailer →Consumer), Channel-II (Producer→Retailer→ Consumer) and Channel-III (Producer → Consumer). Channel-I was the most popular channel where the farmer disposed maximum of their produce. The price spread was found to be highest under Channel-I (41.26 percent) of consumer's rupee in Sohra market and 46.64 percent of consumer's rupee in the Mawkyrwat market, due to more marketing costs incurred by agencies involved and more marketing margins earned by them. Producer's share in consumer's rupee under Channel-III was highest (94.51 percent) in Sohra market and 92.34 percent in the Mawkyrwat market, due to absent of intermediaries as the produce was sold directly to the consumer. Channel-III was found to be more efficient in both markets with the efficiency of 17.20 in Sohra market and 12.50 in the Mawkyrwat market, as it involved direct marketing of the produce to the consumers.