Indian Journal of Agricultural Marketing
Year : 2023, Volume : 37, Issue : 2
First page : ( 96) Last page : ( 107)
Print ISSN : 0971-8664. Online ISSN : 2456-8716.

Estimation of marketing efficiency of cabbage under different supply chains in Mizoram

Vanrammawia K., Khiangte Lalmalsawma

Department of Economics and Department of Political Science, Government Aizawl College, Aizawl, Mizoram, Pin-796001

Online published on 3 November, 2023.

Abstract

Cabbage is one of the most important cash crops in Mizoram and its area of cultivation and production is increasing year after year. However, its marketing system exhibits a large network of unorganised market supply chains, which usually results in the suffering of the producer-farmers. Estimation of the marketing efficiency revealed that there is an inverse relationship between marketing efficiency and the length of the supply chain. Marketing efficiency was found greatly dependent on marketing cost, and any actions to reduce the two important determinants of marketing cost viz transport cost and market loss will definitely enhance market efficiency. Garett Ranking Technique was used to study problems faced by various stakeholders involved in production and marketing. Uncertainty of price, delay and unpredicted payment in price, lack of irrigational facilities, high transportation cost due to poor accessibility and market loss were the main problems faced in the production and marketing of Cabbage.

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Keywords

Supply chain, Intermediaries, Marketing cost, Marketing efficiency, Garett’s Rank.

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