Study of Non conventional Marketing Models for High Value Agricultural Commodities

Abstract

The present study is an explorative research in nature and quantitative and qualitative techniques are used to generate required data for the study. A multi-stage sampling technique is adopted for selection of samples from Pune District (farmers, FPC and APMC) and from Pune city customers. Considering the present farmers base of agriculture industry every farmer is potential respondent for the study. Researcher has selected 1034 Farmers as a sample size from the study area. Moreover, to get the more detailed overview of agricultural marketing, researcher has also covered 25 representatives of Farmers Producer Company, 11 Agricultural Produce Marketing Committees, 10 Farmers Market, and 2 Organized retailers. Researcher also interviewed 941 Consumers of fruits and vegetables from various parts of Pune city. The Structured questionnaire are designed from standard questions by considering the relevant literature as a research tool, Data analysis for the study has been done by using Statistical Package for the Social Sciences Program version 17.0 . Proper evaluation of research data were done for improper data entry, any absent values, familiarity of the data and outliers. In this study explorative research followed by inferential statistics including Z score test was used to test the hypothesis in the study.