Strategy to Improve the Marketing Behaviour of Turmeric Farmers in Kadapa District of Andhra Pradesh

Abstract

The present study was carried out purposively in Kadapa district of Andhra Pradesh as it is having the maximum area under turmeric cultivation. The main objective of the study was to develop a suitable strategy to improve the marketing behavior of turmeric farmers. The study followed Ex post facto research design. The purposive sampling technique was administered and two mandals namely Mydukur and Duvvur were selected on the basis of maximum area under the turmeric cultivation. Data was collected from 90 respondents by following a randomly drawn sample technique with the help of a well-structured interview schedule. The study undertaken comprises of analyzing the profile, marketing behaviour and relationship between the profile and marketing behaviour of turmeric farmers. Apart from this, the study was also concerned with the problems encountered in the marketing of produce and their suggestions to overcome these problems by developing a suitable strategy that helps in improving the marketing behaviour of turmeric farmers. The major findings of the study revealed that, the marketing behaviour of a farmer is influenced by various different factors viz., time of sale, location of sale, marketing channels used, and market prices. The government interventions through the provision of direct marketing/linkages with their marketing firms are highly useful to enhance the marketing behaviour of the farmers. Apart from this, making aware of market prices across the nation through e-sources (mobile apps) by the government may also be helpful to improve the markeing ability of turmeric farmers. Further, it is essential to create awareness regarding the market potential of a produce by field-level marketing professionals under the guidance of the Directorate of Agricultural Marketing can be helpful for afflicting the marketing ability of the farmers.