A Study on Channel efficiency of Co-operative Marketing Model with reference to Fresh produce segment in selected areas of Andhra Pradesh

Abstract

In the current scenario of marketing, farmers are facing difficulties in marketing their fresh produce in the domestic market in India. As per the figures and facts from government and private sources around 25 to 30% is being wasted at different levels in the supply chain. Retailing industry is gaining importance and increasing its shelf space in different retail formats in domestic market and in the international market. Branding, prices, availability, cost of cultivation for the farmers, quality and freshness, mileage of Fresh produce it travels from farmer to end consumers. It is observed that there is a necessity to form a new model that reduces the multiple handling, influence of intermediaries in marketing of Fresh produce. This study focuses on formation of new cooperative marketing model and tries to prove that channel efficiency of cooperative channel is more than the conventional channel. Scope of this study is also to find out the major costs involved in marketing of perishables (Fresh Produce).