Abstract: This Research delves into the intricate dynamics of marketing hybrid pearl millet seeds in Rewari District, Haryana. Pearl millet, known for its resilience in arid conditions, holds significance as a staple crop in the region. The study aims to unravel complexities within the marketing ecosystem, analyzing production, distribution, pricing, and consumer preferences. Using a mixed-methods approach, the study combines qualitative interviews with quantitative surveys. Farmers, seed distributors, retailers, and consumers are sampled systematically to capture diverse perspectives. Quantitative data undergoes statistical analysis, providing insights into production trends, market penetration, and economic indicators. Findings reveal challenges and opportunities in the marketing of hybrid pearl millet seeds. Despite demand for high-yielding, disease-resistant varieties, farmers face hurdles accessing quality seeds. Distribution channels play a pivotal role, with the study scrutinizing the supply chain for bottlenecks and inefficiencies. Pricing mechanisms and their impact on producers and consumers are examined. The study investigates government policies, subsidies, and market forces influencing pricing dynamics. Socio-economic factors shaping consumer choices, preferences, and awareness regarding hybrid pearl millet varieties are explored. This research contributes significantly to agricultural marketing knowledge, offering insights for policymakers, agricultural practitioners, and researchers aiming to enhance the efficiency and sustainability of hybrid pearl millet seed marketing in Rewari District, Haryana.
Keywords: Marketing Dynamics, Pricing Mechanisms, Consumer Preferences, Rural marketing.
Author: Rahul Sharma and Jayant Zechariah
doi: https://doie.org/10.0713/AE.2024803617
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