Marketing Cost, Producer's Share, and Marketing Efficiency in Different Marketing Channels of Persimmon Crop in Kullu District of Himachal Pradesh
Devashish Thakur *
Department of Agricultural Economics, Sam Higginbottom University of Agriculture, Technology and Sciences, Prayagraj - 211007, U.P., India.
Mukesh Kumar Maurya
Department of Agricultural Economics, Sam Higginbottom University of Agriculture, Technology and Sciences, Prayagraj - 211007, U.P., India.
Madhusudan Tiwari
Department of Agricultural Economics, Sam Higginbottom University of Agriculture, Technology and Sciences, Prayagraj - 211007, U.P., India.
*Author to whom correspondence should be addressed.
Abstract
This study examines the marketing channels and associated costs in the persimmon industry, focusing on the producer's share in consumer rupees and marketing efficiency. The research analyzes different marketing channels involving wholesalers, retailers, and pre-harvest contractors. The findings reveal the marketing costs incurred by various stakeholders, with variations observed across channels. The producer's marketing cost ranged from ₹187.40 to ₹245.86 per quintal, while wholesalers, pre-harvest contractors, and retailers incurred significant costs in terms of commissions, transportation, taxes, and other expenses. The analysis of price spread among channels highlights the net price received by the producer, consumer's price, and marketing margins. Moreover, the study evaluates the marketing efficiency of each channel, indicating their effectiveness in terms of cost management and value delivery. The marketing efficiency values obtained for Channel-1, Channel-2, and Channel-3 are 5.48, 3.10, and 2.44, respectively. These results provide insights into the distribution of profits and costs among different stakeholders in the persimmon industry, aiding in understanding the overall performance of marketing channels.
Keywords: Marketing cost, producer share, consumer rupees, marketing efficiency, marketing channels