Ecology, Environment and Conservation Paper

Vol 21, Issue 2, 2015; Page No.(985-993)

PRICE SPREAD, MARKETING EFFICIENCY AND CONSTRAINTS IN GUAVA (PSIDIUM GUAJAVA L.) MARKETING IN UTTAR PRADESH, INDIA

S.H. Malik, Hakim Shabir Ahmad, S.A. Saraf and Wilson Kispotta

Abstract

A study was conducted on price spread, producer’s share in consumer’s rupee and marketing efficiency under different marketing channels of guava, and constraints faced by guava producers in marketing of guava in Kaushambi district of U.P. A multistage stratified sampling technique was used to select the sample of blocks (2), villages (14) and guava growers (125). The study revealed that marketing system was purely traditional and private system comprised of pre-harvest contractors, commission agents, wholesalers and retailers. The study revealed that the producers of the study area were receiving highest percentage of consumer’s rupee in Channel-3 (Producer-Consumer). It was calculated variety-wise as Rs.424.13 in Allahabad Safeda, Rs.589.79 in Surkha and Rs.378.39 in L-49 per quintal of guava, which amounted to 80.63%, 85.27% and 78.79% of the consumer’s rupee respectively. Marketing efficiency was worked out by Acharya’s method and it was found that channel-3 (Direct channel) was the most efficient one among all the channels in the three studied varieties of guava. The study on constraints faced by guava growers in the marketing of guava revealed that 72.80% of the growers reported about various malpractices, viz., deduction of more charges, payment by instalments and quoting of lower price than the actual; as being generally practiced by the intermediaries involved in the marketing of guava, among other problems.

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