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Rural Marketing Strategies and Challenges

(Vol. 15, No. 4, October-December, 2017) ISSN 0973 – 8444
Transport Linkage Analysis of Rural Markets in Peripheral Blocks of Ranchi, Jharkhand
Shiv Kumar1
1Assistant Professor, P.G. Department of Geography, St. Xavier's College, Ranchi , Jharkhand - 834001 (INDIA) , Mob.: +91-9835757677, E-mail -
Abstract: Transport linkages are the wealth of a nation. They act as a tool for social inclusion, economic development and environmental sustainability. Transport link communities and their agricultural produce to the main transport system and markets. This results in increased production and productivity, crop diversification and increased profitability. Network has great impact on rural markets. The selling and buying activity has increased to a large extent due to the inner-connecting lanes of the markets. One characteristic feature of the rural markets of Ranchi city and its periphery is that they have developed with close association with network i.e. transportation routes. In a city like Ranchi, two types of transport network predominate -Roadways and Railways. This paper aims to throw light on network of rural markets in the periphery of Ranchi city and assesses how they can be improved. The existing inadequacy of network in the peripheral area has been discussed in this study which is mainly based on the collection of primary data. A total of 52 rural markets were surveyed from 3 peripheral blocks (Kanke -20, Namkum -15 and Ratu -17 rural markets). The study concludes that the existence of rural markets is threatened due to the lack of connectivity as the producers/sellers are not getting adequate benefit from their produce as lot of profit is lost by the middlemen, cost of transport, perishable goods rot during the time taken to reach the market. Demand Responsive Transport (DRT) services, or Para-transit is a solution to transport linkage problem in periphery of Ranchi city.
Keywords: Transport linkage, Roadways, Railways, Rural Markets, Producers, Development Jharkhand.
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