Abstract: This study explores the marketing dynamics of mushrooms in Gorakhpur district, aiming to understand the challenges and opportunities faced by local producers. The research focuses on the supply chain, pricing strategies, consumer preferences, and the role of intermediaries in the distribution network. Data were collected through surveys and interviews with farmers, retailers, and consumers. Findings indicate that while there is a growing demand for mushrooms due to their nutritional benefits, producers face significant hurdles such as inadequate infrastructure, lack of awareness, and market access issues. The study suggests that improving marketing strategies, enhancing supply chain management, and providing educational support to farmers can significantly boost mushroom production and sales in the region.
Keywords: Mushroom marketing, Gorakhpur district, supply chain, pricing strategies, consumer preferences, distribution network, market access, agricultural infrastructure.
Author: Abhishek Mishra and Jayant Zechariah
doi: https://doie.org/10.0713/AE.2024652486
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