A Study of Tomato Growers' Marketing Behaviour in The Dindigul Area of Tamil Nadu, India
G. Kowsalya *
Department of Agricultural Extension and Rural Sociology, Agricultural College and Research Institute, Tamil Nadu Agricultural University, Madurai – 625 104, Tamil Nadu, India.
K. Ramakrishnan
Department of Agricultural Extension and Rural Sociology, Agricultural College and Research Institute, Tamil Nadu Agricultural University, Madurai – 625 104, Tamil Nadu, India.
K. Prabakaran
Department of Agricultural Economics, Agricultural College and Research Institute, Tamil Nadu Agricultural University, Madurai – 625 104, Tamil Nadu, India.
A. Janaki Rani
Department of Extension Education and Communication Management, Community Science College & Research Institute, Tamil Nadu Agricultural University, Madurai – 625 104, Tamil Nadu, India.
*Author to whom correspondence should be addressed.
Abstract
The present study was carried out in Dindigul district of Tamil Nadu, India by using random sampling method with 120 respondents and data collected by well structured interview schedule. There are 8 blocks of Dindigul district (Tamil Nadu, India) out of which 4 blocks were selected on the basis of maximum area (1568 ha) and production (18002 MT). Objective of this research is to study the Marketing behaviour of tomato growers. Consumers' marketing behaviour when looking for, buying, selling, using, evaluating, and discarding products and services that they believe will meet their requirements. According to the findings, the majority of respondents (64.16 per cent) had a medium level of overall marketing behaviour, followed by 23.34 per cent of them having high and only 12.5 percent of them having low level of marketing behaviour.
Keywords: Random sampling, tomato growers, marketing behaviour, consumers