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Rural Marketing Strategies and Challenges

(Vol. 15, No. 4, October-December, 2017) ISSN 0973 – 8444
Vegetable Marketing in Jharkhand: A Micro Study of Marketable and Marketed Surplus of Selected Vegetables
Prakash Chandra Deogharia1
1Associate Professor, Dept. of Economics, Vinoba Bhave University, Hazaribagh, E-mail:
Abstract: In a country which has a predominance of small land holdings and surplus labour, horticulture and vegetable cultivation, particularly the latter is most suitable. Jharkhand is one of the major producers of vegetables in our country. About 3.2% of the gross cropped area of the State is under vegetable crop. The major vegetable crops grown in the state in order of area covered by them are potato, tomato, lady finger, peas, cauliflower, brinjal, & cabbage. Growing of vegetables has added significance from the point of view of its contribution to national income and employment generation. Cultivation of vegetables is highly profitable. It has the potential of earning almost four times more income per hectare than food crops. Vegetable marketing is a complex issue because of perishability factor. Farmers producing vegetables market it only after consumption. Thus in case of vegetables, marketed surplus is very important. It is the quantum of marketed surplus that decides the choice of different market channels for the farmers. The present paper analyses the marketable and the marketed surplus of selected vegetables and its distribution in different marketing channels in three districts of Jharkhand. Using multistage random sampling method 150 vegetable cultivators were selected from Ranchi, Lohardaga and West Singhbhum districts of Jharkhand for the study. The study found that price has no impact on marketed surplus. There is a need to restructure primary co-operative marketing societies.
Keywords: Vegetables, Marketing Efficiency, Marketing Channel, Marketing Cost.
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