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Incorporating Marketing Component in Strategic Research Extension Plan (SREP) of a District

Indian Agricultural Research Journals

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Title Incorporating Marketing Component in Strategic Research Extension Plan (SREP) of a District
 
Creator Kareem, M A
Paty, B K
 
Description The Strategic Research and Extension Plan (SREP) is a vital documentprepared at the Agricultural Technology Management Agency (ATMA) levelfor identifying research and extension gaps. In the first phase of thepreparation of SREPs, the marketing component could not be incorporated dueto different systemic reasons. Hence, MANAGE has taken up action researchin Warangal district of Andhra Pradesh to incorporate the marketingcomponent in the SREP of the District. Based on research experience andinteraction with field functionaries, the fundamental steps for incorporation ofmarketing components in SREP have been arrived at. The components of themarketing aspects of Agriculture produce, from the viewpoint of preparation ofSREP, can broadly be classified as infrastructure (hardware) and differentmarketing practices (software) such as• direct marketing, group marketing,contract farming, processing and value addition, spot marketing, futuresmarketing, retail chain linkage, support price mechanism, export marketingetc. There is a need for a plan for each of these marketing components at thedistrict level. The basic formats for development of SREP for marketingcomponents have also been developed in consultation with the field officers.This paper focuses on these aspects with a hope that this would help ATMAsacross the country. Considering that all the states have already startedrevisiting their SREPs, the results of this ongoing action research are expectedto provide some timely inputs to incorporate the agricultural marketingcomponents in terms of both hardware and software aspects.
 
Publisher National Institute of Agricultural Extension Management (MANAGE)
 
Date 2019-05-17
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://epubs.icar.org.in/index.php/JAEM/article/view/89859
 
Source Journal of Agricultural Extension Management; Vol. 14 No. 2 (2013); 15-31
0976-3120
 
Language eng
 
Relation https://epubs.icar.org.in/index.php/JAEM/article/view/89859/36692
 
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