An Analytical Study of Apple Marketing Channels in Himachal Pradesh, India

Abstract

This study examined the factors influencing choice of different marketing channels by the apple orchardists. Further, the study aimed to find out their common marketing problems. Present study is based on primary data collected from a randomly selected sample of 110 apple orchardists in Jubbal Tehsil of District Shimla in Himachal Pradesh through a detailed and exhaustive questionnaire prepared by the researchers after reviewing the previous studies. The results indicate that pre-harvest contractors, private procurement companies, commission agents and local buyers are the predominant intermediaries of apple marketing channels in Himachal Pradesh. Findings of the study show that receipt of timely payments and lack of marketing knowledge are the factors which influence the orchardists to choose commission agents and local buyers for selling their produce whereas pre-harvest contractors and private procurement companies are mainly preferred for avoiding risk and labour problems. Empirical evidences suggest that growers are facing common marketing problem of inadequate labour and transportation, improper grading and packaging, bad condition of link roads, inadequate storage facility and absence of market information. It is suggested that the existing overall marketing channels should be updated by reducing number of intermediaries which would eventually reduce the gap between the unit income of the farmers and the market price. It is further suggested that orchardists should make their cooperative societies for remunerative returns of their produce through collective selling and direct marketing. There is a need to encourage cold storage facilities and co-operative marketing system for safe storage, quick transportation and better marketing