MARKETING STRATEGIES AND CONSTRAINTS PERCEIVED BY FARMERS IN ADOPTION OF ORGANIC GINGER CULTIVATION-A CASE STUDY IN HILL ZONE OF WEST BENGAL

D. BHUTIA¹, G. MULA²*
¹Department of Agricultural Economics, Bidhan Chandra Krishi Viswavidyalaya, Mohanpur, Nadia, 741252, West Bengal, India
²Department of Agricultural Economics, Uttar Banga Krishi Viswavidyalaya, Pundibari, Cooch Behar, 736165, West Bengal, India
* Corresponding Author : gobindamula@gmail.com

Received : 03-06-2022     Accepted : 27-06-2022     Published : 30-06-2022
Volume : 14     Issue : 6       Pages : 11419 - 11423
Int J Agr Sci 14.6 (2022):11419-11423

Keywords : Marketing margin, Marketing efficiency, Marketing constraints, Organic ginger, Producer share, Production constraints, Technological constraints
Academic Editor : P. A. Marchand, Dr D. C. Meena
Conflict of Interest : None declared
Acknowledgements/Funding : Authors are thankful to Department of Agricultural Economics, Uttar Banga Krishi Viswavidyalaya, Pundibari, Cooch Behar, 736165, West Bengal, India and Department of Agricultural Economics Bidhan Chandra Krishi Viswavidyalaya, Mohanpur, Nadia, 741252, West Bengal, India
Author Contribution : All authors equally contributed

The study analyzed marketing approach and constraints perceived by the organic ginger growers in Hill Zone of West Bengal during September 2020 to July 2021. Themultistage sampling technique was used to select 80 respondents. The study revealed that three marketing channel viz., channel I (Producer ? Local Trader ? Wholesaler ? Retailer ? Consumer), channel II (Producer ? Wholesaler ? Retailer ? Consumer) and channel III (Producer ? Local trader ? Retailer ? Consumer) were followed for marketing of output. Out of total average production per farm 80.35% constituted the marketed surplus of which 69% was put on the market through channel –I. In both channel-I and II highest marketing cost (?8.53/kg.) was employed by the wholesaler and received highest net marketing margin (?14.67/kg. in channel –I and ?17.17 / kg. in channel - II). But in channel –III maximum net marketing margin received by the retailer (?18.85/kg.). The overall producer share in consumer rupee was only around 50%and marketing efficiency observed only 86.48%, 96.44% and 111.83% for channel I, II and III respectively. The major impediments in production and marketing of organic ginger were diseases and pest attack, emergence of weeds, low price of output and high fluctuation of market price. Whereas, lack of knowledge about insect-pest-diseases management and quality seed, unavailability of quality seed and processing facility centre were the prime technological and input-supply constraints. Hence, institutional and technical supports for production, processing and marketing are imperative for adoption and extension of organic ginger cultivation

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