Critical Analysis of Factors Influencing the Choice of Marketing Channel - A Case of Vegetable Crops Grown via Greenhouse Farming in Delhi NCR

A.V. Nageswara Rao*, Anuradha Attree **
*_**Department of Operations Management and Supply Chain Management, School of Business, Sharda University, Greater Noida, Uttar Pradesh, India.
Periodicity:September - November'2019
DOI : https://doi.org/10.26634/jmgt.14.2.16114

Abstract

Marketing plays an important role in transforming smallholder farmers into commercial producers and the market should provide the necessary incentives for farmers to increase their production. The markets of horticultural products in the country lack a systematic approach of supply chain management right from the farmers' field to consumers' table. There is a lack of coordination between forward and backward linkages. In addition to this, non-availability of good infrastructural and marketing facilities are the major constraints due to which growers are bound to choose markets and marketing channels according to the available facilities and cannot maximize profit. Present study analyzes factors influencing marketing channel choice decisions made by growers producing vegetables in greenhouses. Research is carried out in different districts of Delhi NCR. Multinomial regression is used to analyze data and results show significant relationship between choice of marketing channel and factors like availability of cold storage, market chosen for selling produce, source of market information, type of market information accessed, and medium of market information accessed were found to be statistically significant. However, access to credit, market distance, crops grown in greenhouse, vehicle ownership, and available road conditions were insignificant.

Keywords

Marketing Channel Choice, Factors Influencing Marketing Channel Choice, Greenhouse Vegetable Crops Delhi NCR, Forward Linkages, Backward Linkages.

How to Cite this Article?

Rao, A. V. N., & Attree, A. (2019). Critical Analysis of Factors Influencing the Choice of Marketing Channel - A Case of Vegetable Crops Grown via Greenhouse Farming in Delhi NCR. i-manager's Journal on Management, 14(2), 48-59. https://doi.org/10.26634/jmgt.14.2.16114

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