International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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ACCESS TO MARKET INFORMATION: IMPORTANT DETERMINANT OF MARKET CHANNEL CHOICE BY GREENHOUSE VEGETABLE FARMERS

    2 Author(s):  ANURADHA ATTREE , DR. A V NAGESWARA RAO

Vol -  10, Issue- 3 ,         Page(s) : 59 - 68  (2019 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Access to market information plays very important role in farmer’s market oriented decisions. Precise information is likely to cause market success and greater access to knowledge about markets is a key element in the efforts of breaking the cycle of poverty. This study describes the vegetable marketing distribution channel in Delhi Non Capital Region, India (popularly know as Delhi NCR). It also quantifies the magnitude and direction of the effect of market information access on the choice of marketing channel by greenhouse vegetable farmers using the Multinomial regression analysis. A total of 105 vegetable farmers having greenhouses participated in the survey. Data collected was analyzed by applying Multinomial regression. Results indicate that there are five main channels of distribution comprising of producer, wholesaler, retailer, village collector and finally consumer. This piece of work was carried out to understand the importance of determinants affecting market channel choice amongst farmers growing vegetables in greenhouses. The study observed that source of market information, type of market information and medium of market information accessed were found to be important and statistically significant along with other determinants viz. cold storage and market chosen for selling produce.

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