To Study the Marketing Efficiency of Apple (Malus domestica) in Kullu District of Himachal Pradesh

Abstract

The present study investigate the efficiency of marketing of Apple in Kullu district of Himachal Pradesh. Kullu district was purposively selected for the study as apple is primarily grown crop in the district. The sample drawn for the study comprised of 100 apple growers of Kullu and Naggar blocks. The various analytical tools were used to analyse the efficiency of marketing channels of apple. The marketing channels involves in the study area is three in number, channel I (Producer– Retailer–Consumer) was the most effective channel as it had the highest marketing efficiency index of 2.28. Majority 18 per cent of the growers marketed apple through channel II (Producer– Wholesaler–Retailer–Consumer). The price spread was the lowest (Rs. 397.9) in channel I (Producer–Retailer–Consumer); and accordingly, the producer’s share in final consumer rupee was the highest (69.57 %) in channel I.