An Economic Analysis of Different Marketing Channels of Pineapple in Tseminyu District of Nagaland

Magh, Yhunkvulo and Ramchandra, . (2023) An Economic Analysis of Different Marketing Channels of Pineapple in Tseminyu District of Nagaland. Asian Journal of Agricultural Extension, Economics & Sociology, 41 (9). pp. 334-341. ISSN 2320-7027

[thumbnail of Magh4192023AJAEES102509.pdf] Text
Magh4192023AJAEES102509.pdf - Published Version

Download (523kB)


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.

Item Type: Article
Subjects: Eprints STM archive > Agricultural and Food Science
Depositing User: Unnamed user with email admin@eprints.stmarchive
Date Deposited: 10 Jul 2023 07:13
Last Modified: 16 Sep 2023 05:45

Actions (login required)

View Item
View Item