Marketing Behaviour of Fruit Growers in Kumaon Hills of Uttarakhand

Abstract

Fruit production has immense potential to boost farmer’s income in Uttarakhand hills.  To increase producers’ share in consumer rupee, marketing of quality fruits is essential.  A study was conducted in Kumaon hills of Uttarakhand to assess marketing behaviour of fruit  growers and constraints in marketing the fruits produced. Results revealed that fruit growers  in the Uttarakhand hills exhibited a medium level of overall marketing behaviour. Marketing  behaviour was studied as a composite of planning, decision making based on criteria for  making an action plan, execution strategy and reconsideration/ review of the action plan after  marketing. Risk preference, quality orientation, training received and market information  source utilization were found to be significantly related with marketing behaviour of which  risk preference and quality orientation were reported as the predictors. High transportation  cost, fluctuating market prices and inadequate storage facilities were reported as the major  constraints in fruit marketing by the growers. Provision of cold chain, processing units, mega  markets with export linkages, minimum support price for fruits, focused training for small  and marginal farmers on marketing strategies and quality concerns were suggested by the  fruit growers.