Asian Journal of Agricultural Extension, Economics & Sociology

This study aims to examine the Marketing channels utilized in pineapple farming, Along with their associated costs, focusing on the producers share in consumer rupees and marketing efficiency. The research analyses different marketing channels involving wholesalers, retailers, and pre-harvest contractors. The findings of the study reveals that in channel 1, the marketing cost incurred by the retailer amounts to be 45.20% while in channel 2 it was about 36.47%. Additionally in channel 2 the producer incurs a marketing cost of 13.27% due to the need to transport the produce to the village trader. The study further compares the Marketing efficiency between two channels, with channel 1 showing higher efficiency (171.43%) compared to channel 2 (155.56%). This discrepancy can be attributed to higher marketing cost (Rs.1233.75) and marketing margin (Rs.3266.25) per 100 fruits in case of channel 2, which ultimately reduces the producer’s share in consumer rupees. These results provide valuable insights into the distribution of profits and costs among different farmers in pineapple farming, contributing to a better understanding of the overall performance of marketing channels.