A STUDY ON SUPPLY CHAIN MANAGEMENT AND MARKETING OF POTATO IN MEDAK DISTRICT OF ANDHRA PRADESH
KrishiKosh
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Title |
A STUDY ON SUPPLY CHAIN MANAGEMENT AND MARKETING OF POTATO IN MEDAK DISTRICT OF ANDHRA PRADESH
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Creator |
SHIVA KUMAR, P
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Contributor |
VASUDEV, N
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Subject |
SUPPLY, CHAIN, MANAGEMENT AND MARKETING, POTATO, MEDAK DISTRICT, ANDHRA PRADESH
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Description |
In India most of the potato production is from Northern states only. But in South India states like Andhra Pradesh and Karnataka the potato crop has been cultivating in rabi season. In case of Andhra Pradesh, Medak district accounts for more than 50 per cent of the total production. It has suitable environmental conditions and soils for potato cultivation in winter season. The crop provides quicker income to the farmers and important in human diet. But the fluctuating prices, existence of large number of intermediaries, unorganized marketing, increasing of value added products etc., lead to decreasing of producer’s share in consumer’s rupee and less marketing efficiency. Hence the present study entitled “A Study on supply chain management and marketing of potato in Medak district of Andhra Pradesh” was undertaken to study the overview of supply chain management, marketing efficiency, price spread and problems faced in marketing of potato. All the necessary information required for the research was collected through survey method, by personally interviewing the farmers using the pre-tested schedule. Data collected from primary and secondary sources were employed with tabular analysis. The farm income measures like gross income, net income, farm investment income, farm business income and marketing aspects like marketing costs, marketing margins, price spread, marketing efficiency and producers share in consumer’s rupee was worked out under different channels. Acharya modified method was used to decide the marketing efficiency of different marketing channels. Step wise log-linear regression analysis was carried out to determine the factors influencing marketing efficiency. Garrett ranking analysis was carried out to identify the constraints in potato marketing. The estimated gross income from one hectare of potato crop was Rs.1,12,800. The potato farmers realized a net income of Rs.63,441.57 per hectare, the farm business income was Rs.76,764.60 per hectare, family labor income earnings was Rs.65,528.50 and the farm investment income per hectare was Rs.74,677.70. The major marketing channels identified are 1. Producer – APMC- Wholesaler- Retailer- Consumer 2. Producer – APMC- Super market- Consumer 3. Producer – APMC- Processor- Consumer 4. Producer - Wholesaler- Retailer- Consumer 5. Producer - Retailer- Consumer The most prevalent marketing channel in potato marketing was channel –I. It is followed by channel –II and III. The percentage of produce sold through these three channels was 94.90. It indicated that 88.33 per cent of sample farmers preferred to sell through APMC, because there is a guarantee of produce purchased by any of the buyers at APMC. In case of channels – IV and V the quantity of produce moved was very less. Because of the local wholesalers and retailers could not handle huge quantity of produce at a time due to high perishability and lack of storage facilities. The producer share in consumer rupee was highest in channel-V (62.65%) due to the presence of only one intermediary and less marketing costs incurred, lowest in case of channel- III (3.05%) due to more marketing costs and margins of processor. In channels - I, II and IV the producer’s share in consumer rupee was 44.75%, 31.52% and 51.04% respectively. The market efficiency was found to be high in channel V i.e., 1.67 compared to all the channels in Acharya modified method. Less marketing efficiency was reported in channel- III i.e., 0.03 due to high marketing costs incurred by the processor and also high retail price. The step wise log- linear regression analysis revealed that the adjusted R2 = 87.6%, showed that about 87.6% of total variation in marketing efficiency was explained by variables included in the model. Out of seven variables included in the model three variables significantly explained the variation in marketing efficiency per quintal of potatoes sale. The results showed that the marketing costs (-1.027), market margins (-0.889) and consumer purchasing price (0.965) were found to be significant at 1% level of significance keeping other factors at constant level (Ceteris paribus). In Garrett ranking analysis farmers reported that price fluctuations was the most important constraint followed by lack of cold storage facilities. Wholesalers and retailers reported that the major constraints felt by them was more spoilage losses and fault in weighing. Promoting the export of the produce in case of glut in the market, establishment of cold storages at farmers level, need to establish more processing units, modernize the APMCs, and reduce the entry barriers for the organized retail were the major policy changes required to improve the efficiency of potato supply chain. |
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Date |
2016-09-08T14:50:57Z
2016-09-08T14:50:57Z 2014 |
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Type |
Thesis
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Identifier |
http://krishikosh.egranth.ac.in/handle/1/76115
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Language |
en
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Relation |
D9674;
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Format |
application/pdf
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Publisher |
ACHARYA N.G. RANGA AGRICULTURAL UNIVERSITY, RAJENDRANAGAR, HYDERABAD
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