INTERNATIONAL JOURNAL OF MARKETING AND HUMAN RESOURCE MANAGEMENT (IJMHRM) International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 61 (Print), ISSN 0976 6X (Online), Volume 5, Issue, July August (01), pp. 01-05 IAEME ISSN 0976 61 (Print) ISSN 0976 6X (Online) Volume 5, Issue, July August (01), pp. 01-05 IAEME: http://www.iaeme.com/ijmhrm.asp Journal Impact Factor (01):.780 (Calculated by GISI) www.jifactor.com IJMHRM I A E M E A STUDY ON MARKETING PRACTICES FOLLOWED BY TOMATO GROWERS AND SOURCE OF MARKET INFORMATION 1 M. V. SRINIVAS, Y. B. VENKATAREDDY, B. S. LAKSHMAN REDDY 1 Ex-PG student, Dept. of Agricultural Extension, University of Agricultural Sciences, GKVK, Bangalore-560 065, India Jr. Liason Officer, Coffee Board, Gonnikoppa, Karnataka,India Assistant Professor of Agricultural Extension Education, College of Horticulture, University of Horticultural Sciences, Bagalkot- 587, Karnataka, India ABSTRACT The present study was conducted in Chinthamani, Kolar, Mulbagal and Srinivaspur taluks of Kolar district of Karnataka state with a sample size of tomato growers to analyze the existing marketing practices followed by tomato growers and source of flow of market information. The findings reveal that, 88.% farmers indicated that they harvest at the stage of half ripened, 85.8% of the farmers have used wooden box for packing, 71.67% of the farmers used tempo to transport the produce, 6.17% of the farmers are not practicing the grading and about 96.67% of farmer used 15kg box as standard weight. All the farmers indicated that price of the produce is determined by open auction and 85.8% of farmers indicated payment is made on the spot. Overall marketing practices of Tomato growers reveal that 5.% of the tomato growers belong to medium level of marketing practices category. land holding, annual income, cosmopoliteness and infrastructure facilities were positively significant relationship with marketing practices. Keywords: Market Information, Market Determination, Source of Information, Marketing Practice. 1
International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 61 (Print), ISSN 0976 6X (Online), Volume 5, Issue, July August (01), pp. 01-05 IAEME INTRODUCTION An efficient marketing of tomato plays an important role to increase the producer share in the consumer rupee. Presently, the vegetable marketing is mainly in the hands of middleman like village merchants, commission agents, etc. The producer is only a price receiver. Therefore, many times tomato producers have to resort to distress sale due to uncertain situation in marketing of tomato. With this background, the present study is taken up to analyze the existing marketing practices followed by tomato growers and to know the sources of flow of market information. OBJECTIVES OF THE STUDY 1. To study the marketing practices of the tomato growers. To know their soruce flow of market information MATERIALS AND METHODS This research study was conducted in Kolar district, largest producers of Tomato in Karnataka and ranks first in both area and production. In Kolar district, Chintamani, Kolar, Mulbhagal, Srinivaspur taluks were purposively selected as these taluks had highest area and production under Tomato. From each taluk, three villages were selected on highest area. Thus, 1 villages were selected for the study. From each of these selected villages, respondents were selected by randomly. Thus, a total of Tomato growers constituted as sample for the study. RESULTS AND DISCUSSION The results and discussions are presented under various headings as below; 1. Marketing practice wise analysis The analysis of practice-wise marketing practices are presented in table 1. Stage of harvesting About 88.% of the farmers indicated that they harvest at the stage of half ripened, whereas 11.67% of the farmers harvest their produce at the stage of full ripened. The reason may be half ripened tomato had good demand, high price and less damage during transportation. Mode of packing Table indicates that 85.8% of the farmers have used wooden box for packing, whereas.8% of them used bamboo basket as a packing material, and.% have used plastic box as a packing material. The possible reason might be easy availability of material locally and also reduce the damage during transportation.
International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 61 (Print), ISSN 0976 6X (Online), Volume 5, Issue, July August (01), pp. 01-05 IAEME Mode of transport Majority (71.67%) of the farmers used tempo to transport the produce followed by followed by tractor (5.%), Bus top (.%) and lorry (1.17%). The reason might be the quantity of the produce, availability of tempo at the door step, and can reach market timely. Grading About 5.8% of the farmers are practicing grading, where as 6.17% of the farmers are not practicing the grading. The possible reason might be lack of knowledge, lack of grading facility and may not remunerative. Out of 5.8% of the farmers who followed grading, 67.% of them graded the produce based on the size,.5 % graded based on the colour and 9.1% graded based on the variety. Though, grading help farmers to get higher price to their produce only few (5.8%) of the farmers are grading the produce. Distance of market Half of the farmers brought their produce to market with in the range of -0 km, followed by 5% in the range of 0-0 Km, 16.67% below Km and 8.% in the range of 0-0 Km. This could be due to that farmers think that it is easy to transport nearby which save time and money. Method of price determination All the farmers indicated that price of the produce is determined by open auction. The possible reason may be the transparency in marketing through open auction and create competitiveness. Method of payment About 85.8% farmers indicated that spot payment is made, while.8% of them indicated that advance payment is also made but.% of the farmers said delayed in payment. According to KAPMR act the commission agents should release full payment in cash to the sellers/farmer on the same day. But mutual understanding between commission agents and farmers. Sometime they pay advance payment to farmers for buying of inputs. Weight of standard box About 96.67% of farmer used 15kg box as standard weight whereas.% of farmers used 0 kg box as standard weight. The possible reason is the size depends on the market where the produce is marketed.. Over All Marketing Practices of Tomato Growers The results in Table- reveal that 5.% of the tomato growers belong to medium level of marketing practices category followed by high (5%) and low (1.67%). The reason for medium level of marketing practices category might be their level of knowledge.. Flow of Market Information The Table- indicates that 9.% farmers approached friends for market information followed neighbour (80.8%). Commission agents and telephone were third and fourth in the hierarchy of flow of market information. The other sources are news paper (9.17%), TV (1.665), Village merchant (.%), input dealers (1.5%), traders (7.5%), Radio (5.8%). APMC secretary (.%), TAPMC secretary (.5%) and ADM (1.67%).
International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 61 (Print), ISSN 0976 6X (Online), Volume 5, Issue, July August (01), pp. 01-05 IAEME Table 1: Marketing practices of tomato growers (n=) Sl No. Marketing practices Response 1 Stage of harvesting Fully ripened Half ripened Mode of packing Bamboo basket Wooden box Plastic box Mode of transportation* Tractor Top of the Bus Tempo Lorry I. Grading Followed Not followed II. Basis for grading() Size Colour basis Variety basis 5 Distance of the market (km) Below km -0 0-0 0-0 6 Method of price determination Open auction Mutual negotiation 7 Method of payment Advance payment Spot payment Delayed in payment 8 Weight of standard box 15 kg 0 kg *More than one practice 1 6 6 0 86 17 77 9 0 60 0 ------- 116 11.67 88..8 85.8. 5.. 71.67 1.17 5.8 6.17 67..5 9.1 16.67 50.00 5.00 8. 0.00 ------.8 85.8. 96.67. Table : Overall marketing practices of tomato growers (n=) Marketing practices Category Respondents Low Medium High < 9. 9. to 11. > 11. 6 6 0 1.67 5. 5.00 Total 0.00
International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 61 (Print), ISSN 0976 6X (Online), Volume 5, Issue, July August (01), pp. 01-05 IAEME Table : Source of flow of market information (n=) Sl. No. Source Responses 1 5 6 7 8 9 11 1 Friends Neighbours Commission agent agent Telephone News paper T.V. Village merchant Input dealers Traders Radio APMC secretary TAPMCS ADAM 11 97 67 8 5 6 16 15 9 7 9. 80.8 55.8 0.00 9.17 1.67. 1.50 7.50 5.8..50 1.67 CONCLUSION It can be concluded that more than half of the farmers are not grading their produce before taking to the market. Hence, this calls for proper education by the extension worker to create awareness about importance of grading and train them. They should involve the farmers in each and every extension activity in the local vicinity increase the number of programme in the area. The official should develop and maintain good rapport with all the farmers. REFERENCES 1. Bhupal, D. S. 000.Impact of mechanized and non mechanized modes of Transporton agricultural marketing in Haryana. Encyclopedia of agricultural marketing. 5: 05-0.. Balappa Shivaraya, 000, Economic performance of Production, Marketing and export of vegetables in North Karnataka. Ph. D. Thesis (Unpub.) Univ. Agric. Sci.,Dharwad, Karnataka, India.. Devika, S., Balasubramaniam, P., and Suganthi, N., 01. Marketing behaviour of tribal women of NWFPs. J. Extn. Edu. ():897-90.. Sharma,R.K., Sharma,S.K. and Thakur, R.K., 1995, Marketing of vegetables in Himachal Pradesh.Ind.J.Agril.Mktg.,9(1):5-9. 5. Shivamurthy,M. and Girja,P.R. 00, Information seeking behaviour and opinion leadership of fruits and vegetable growers marketing through HOPCOMS and other channels,mys.j.agri.sci.,6():175-180. 6. Dr. D.Seeth Naik, Survey on Bulk Buyer in HOPCOMS Comparative Study in Four Districts of Karnataka, International Journal of Management (IJM), Volume, Issue 6, 0, pp. 99-5, ISSN Print: 0976-650, ISSN Online: 0976-65. 5