Preference towards marketing channels: A case of tomato farmers in Kolar district of Karnataka

Abstract

Tomato, Solanum lycopersicum L (Solanaceae) is the world's largest vegetable crop cultivated extensively for its edible fruits. The profitability of marketing of this perishable, seasonal and bulky agricultural produce critically depends on the choice of proper marketing channels. In the present study the preference of farmers towards marketing channels for tomato in Kolar district of Karnataka was analysed. Based on area and production, Kolar district in Karnataka and Mulbagal Taluk were purposively chosen where 60 farmers were selected randomly. Results indicated that three marketing channels for tomato were patronized by the farmers. Nearly 43 per cent of the farmers had chosen combination of channels I and II to market their produce. They sold 212.28 q tomato on an average and per unit price realized was Rs 1360.26/q. The net price received by the tomato farmers by marketing through Channels I,II and III was Rs 974.60,1328.70 and 823.68per quintal respectively. Among these channels the farmer's share in consumer rupee and the marketing efficiency were highest in Channel II. Excessive post-harvest losses was the major hindrance faced by the tomato growers The implications of the study were that farmers could realize better prices by using a combination of channels to market their produce.