Abstract: India is the world's second largest producer of fruits and vegetables and produces a variety of crops such as mangoes, bananas, papayas, cashews, olives, potatoes and okra. The outlook for Indian horticultural crops has turned encouraging. Crops, fruits and vegetables grown in agriculture account for more than 30% of food production, and the urban population outnumbers the rural population. Cauliflower is considered an important food due to its delicious taste, mineral content (potassium, sodium, phosphorus, iron, calcium and manganese), vitamins B and C, protein, carbohydrates and fiber. The title of this study is “Economic Analysis of Cauliflower Marketing in Patna Region, Bihar”. The study found that there are three ways to sell cabbage in the study area. Among these, Channel III (manufacturer-product-retailer-consumer) is the most popular channel among participants. In Path I, the producer receives an amount of Rs. 595, a customer buys a 50 kg bag of cauliflower for Rs. 630, the total market value generated by Channel I is Rs.35 Cr, the market share of Channel I is 18% and the producer share of consumer rupees of Channel I is 0%. Price Rs. 675. The price paid by the consumer for a 50 kg bag of cabbage is Rs 778, the total marketing cost of Channel II is Rs 35, the total revenue of Channel II is Rs 68, the marketing efficiency of Channel II is 6.89%. Developer- In Pathway II, the consumer share of Rs is 0.91% while in Pathway III, the share taken by the developer is Rs. 649, the beneficiary purchases a 50 kg bag of cauliflower for Rs. 850, the total market capitalization of Channel Three is Rs.56 Cr, the total market value of Channel Two is Rs.145 Cr, the market share of Channel Three is 3.40% and the share of Channel 2 company to the customer is Rs. 0.80%.
Keywords: Marketing Channels, Marketing Efficiency, Marketing Cost, Marketing Margin and Price spread
Author: Ankit Kumar and Mukesh Kumar Maurya
doi: https://doie.org/10.0519/AE.2024384511
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