195 Summary & Conclusion It is not enough just produce the vegetables; it must be produced efficiently and marketed successfully. It is necessary to improve the marketing system to aid development for two reasons; firstly it may work as a disincentive to increased production; secondly, if the market does not supply consumers with produce at reasonable prices and at the time and place needed, and then the increased production has no meaning in a welfare society (Singh, 2004) Indian agriculture has witnessed tremendous transformations since independence. Having achieved laudable success in agricultural production in last 60 years, Indian agriculture is transformed from a food deficit to a food surplus country. In the recent times, the policy thrust has shifted towards agriculture diversification to address the issues of nutritional security, produce marketing, employment, farm income and sustainable use of natural resources. The horticulture which includes fruits, vegetable, spices, flower, medicinal and ornamental plants has proved beyond doubt its potentiality for gainful diversification. The emerging trend worldwide and also in the country which is indicative of paradigm shift in dietary needs of the people with the rise in the income, which demand for more horticulture produce. In horticulture, the vegetable crops have been identified as the most remunerative crops for replacing subsistence farming in rain fed, dry land, hills, arid and coastal agro ecosystems. Being short duration crops and fewer requirements for capital, vegetables are also best suited in the crop 6 Estelar
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195
Summary & Conclusion
It is not enough just produce the vegetables; it must be produced
efficiently and marketed successfully. It is necessary to improve the
marketing system to aid development for two reasons; firstly it may
work as a disincentive to increased production; secondly, if the
market does not supply consumers with produce at reasonable
prices and at the time and place needed, and then the increased
production has no meaning in a welfare society (Singh, 2004)
Indian agriculture has witnessed tremendous transformations since
independence. Having achieved laudable success in agricultural
production in last 60 years, Indian agriculture is transformed from a
food deficit to a food surplus country. In the recent times, the policy
thrust has shifted towards agriculture diversification to address the
issues of nutritional security, produce marketing, employment, farm
income and sustainable use of natural resources.
The horticulture which includes fruits, vegetable, spices, flower,
medicinal and ornamental plants has proved beyond doubt its
potentiality for gainful diversification. The emerging trend worldwide
and also in the country which is indicative of paradigm shift in
dietary needs of the people with the rise in the income, which
demand for more horticulture produce. In horticulture, the vegetable
crops have been identified as the most remunerative crops for
replacing subsistence farming in rain fed, dry land, hills, arid and
coastal agro ecosystems. Being short duration crops and fewer
requirements for capital, vegetables are also best suited in the crop
6
Estelar
196
rotation. Such a diversification in favour of vegetable is sweeping
across the nation. With the production of 222.9 million tonnes, we
are today the second largest producers of these crops in the world.
The achievement in the development of horticulture is laudable, as
the sector is now contributes more than 30.5 per cent of GDP of
agriculture and has maintained the growth rate of more than 5 per
cent during the last two decades (Indian Economy 2011)
Supply chain management plays an essential role in keeping
business costs at a minimum and profitability as high as possible.
Supply chain management is defined as the design and operation of
physical, management information and financial systems needed to
transfer goods and services from point of production to point of
consumption in an effective and efficient manner so that losses are
minimized.
Uttarakhand, the 27th state of India, has huge potential of seasonal
and off seasonal vegetable production. The state is blessed with
conductive climate to grow a large number of vegetable with different
quality attributes round the year. Farmers are growing vegetables in
a very good amount. The annual production in Uttarakhand is 1.04
million tonnes from the area of about 80580 hectare. Uttarakhand
has a pleasant climate, which is a home place of different religions,
castes, occupations, cultures, speaking diverse languages and of
different food preferences.
The nature of the product on the one hand and the lack of
organized marketing system on the other have resulted in low
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197
producer’s price. There are production and marketing problems
challenging vegetable development in both the districts.
In spite of over-whelming importance of vegetables in our state no
systematic attempt has been made to compare the production
and marketing problems of vegetable in any region (Hill or Plains)
of Uttarakhand state. Uttarakhand opened new fields of
agricultural and agribusiness research since its formation in the
year 2000. No comparative study on the production and
marketing problems of the vegetables has been done so far. The
above problematic situation calls for a systematic investigation
into problems of production and vegetable marketing as a whole.
Keeping in the mind practical utility, present study was conducted
with the following specific objective:
1) To survey the vegetable production and marketing problems.
2) To study the existing major vegetable marketing system.
Srivastava.S, K. and Arora.V.P.S. , (1996). Inter and intra-day
var iat ions in vegetable prices. Agr icul tural Market ing.
39(1) : 6-7.
Subrahmanyam, K.V. and T.M. Gajanana. (2000). Cooperative
Marketing of Fruits and Vegetables in India. New Delhi:
Concept Publishing Company.
Estelar
223
Suryavanshi, B. P., Nagure, D. V., Yadav, M. U., Solanke, A. S.
and Phuke, K. D. (2006). An Economic Analysis of Tomato
Marketing in Latur District of Marathwada. Region Journal
of Soils and Crops. 16(1): 135-138.
The Hindu, (2007). Survey of Indian Agriculture.
Umar Ujala (2012), Daily News Paper Umar Ujala (Dehradun
Edition) 9 April 2012 (Horticulture Department Uttarakhand)
Uttarakhand at a Glance (2012), Directorate of Economics &
Statistics, Uttarakhand, 2011-12
Vijay Durga Prasad, V., (2007). “The Spread of organized
retailing in India- with special reference to Vijayawada
city”. Ind J. Mktg. 47 (5) : 3-9.
Venkateshwarlu, H. and Ranjani.C.V., (2007). “Small vs Mall”,
Ind. J. Mktg, 47 (10) : 29-34.
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APPENDIX – I No :
Date : FARMER
1. Name of the respondent : 2. Village : 3. Taluk : 4. Name the vegetables that are grown : 5. To whom you sell vegetables : 6. Disposal of the produce to different agencies
Sl. No.
Vegetables Frequency / time of
sale
Qty sold (qtls)
Place of
sale
Agency income
sold
Price received (per qtl)
Total amount
Commission
Basic Value
7. Are you have an agreement to sell to particular agency Yes/No. If yes
Sl. No.
Vegetables Frequency of delivery
Qty to be delivered at each
time
Price at which it is delivered
Total value
Total qty delivered in a week
Total amount
8 A. Mode of packing and its costs
Sl. No.
Mode of packing Qty packed Cost incurred Total cost (per qtl)
1. Gunny bag a. Labour
2. Wooden boxes b. Material
3. Other specify
a.
b.
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B. Mode of transportation and its cost
Mode of transport
Qty transported
Distance covered
Hired / owned
transport
Transportation cost per qtl.
Total transport
cost
Cost incurred
Loading charges
Total loading charges
Unloading charges
Total unloading charges
C. Any other cost incurred in selling the produce
Item of cost Amount (per bag) Total amount Remarks
Labour charges for
cleaning at farm level
Loading and unloading
Weigh man charges
Commission charges
Other specify
i.
ii.
iii.
9. Reason for the sale of produce at a particular agency i.e., where they sell.
a. Provide credit facility
b. Proximity
c. Cut in margins – may be through
i. Reduction in number of intermediaries
ii. Less charges for the service
iii. Less physical loss
d. Service rendered by them
e. Provision for technical guidance
f. Getting storage and transport facility by them
g. Absence of middlemen
h. Spot payment
i. Remunerative price
j. Correct weight
k. Less charges
l. Others specify
i. Contract arrangement with them for quantity
ii. Contract arrangement with them for quality
iii. Contract arrangement with them for price
10. Problems faced by the farmers
a. Far off location of selling unit
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b. Transportation facility (i) Inadequate
(ii) Costly
c. Lack of market information
d. Malpractices of buyers
e. Lack of grading facility
f. Lack of packing facility
g. Lack of storage facility
h. Lack of cold shelf facility
i. Lack of financial assistance from any company
j. Delay in payment and sale proceeds
k. Other specify
i. Lack of contracting agencies
ii. Dishonouring of contract
iii.
11. Expectations of the farmer
a. Nearness of selling unit/place
b. Good transportation facility
c. Market information at right time
d. No malpractices should be followed at selling unit
e. Good grading
f. Good storage facility
g. Good packing facility s
h. Cold shelf facilities during storage of produce
i. Credit facilities by companies
j. Immediate payment after the sale of produce
k. Presence of contract sales
l. Other specify – i. ii. iii.
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Appendix – II
INTERMEDIARIES
1. Name of Respondent : 2. Age : 3. Education : 4. Type of ownership : Individual/partnership / any other 5. Investment made in business :
a. Owned funds b. Borrowed funds c. Interest rate on borrowed funds
6. Vegetables handled : a. b. c. d.
7. From how long you are in the business : 8. Do you make outright purchases in the field and transport on your own ? 9. What facilities do you provide to the producer who brings his produce for sale
Sl. No.
Particulars Yes/ No
Qty Price Total value
I. Advisory roles
a. The time of planting
b. Varieties to be planted
II Extending physical facilities
a. Supplying the pesticides
b. Supplying the seeds
c. Supplying the fertilizers
d Supplying the credit
e. Procuring at the farmer door steps
f. Provides the transport facility
g. Are they are grading at farmer level or by trader
h. Quantity procured : is any fixed quantity, if yes,
quantity for procurement / any amount
i. Time of delivery of produce and place of
delivery of produce by the clients
II. Physical functions
a. Assembling activities/ cleaning, grading activities
b. Packing activities
c. Storage activities
III. Credit facilities
IV. Retailing activities
V. Other specify a. b. c. d.
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10. Do you grade the vegetables ? Yes / No
If yes, what is the basis for it a. Size
b. Colour
c. Freshness
11. Physical loss in different activity i. Assembling and transportation
Sl. No.
Name of the
vegetables
% of waste
Qty Value % of good grade
Qty Value
% of qty
FAQ
Value Remaining %
Qty Value
ii. Cleaning and grading
Sl. No.
Name of the
vegetables
% of waste
Qty Value % of good grade
Qty Value
% of qty
FAQ
Value Remaining %
Qty Value
iii. Sales and distribution
Sl. No.
Name of the
vegetables
% of waste
Qty Value % of good grade
Qty Value
% of qty
FAQ
Value Remaining %
Qty Value
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12. Mode of packing and its cost
Sl. No.
Mode of packing Qty packed
Cost incurred
Total cost (per qtl)
a. Gunny bag
b. Wooden box
c. Other specify
i. ii.
B. Mode of transportation and its cost
13. Labour employed in marketing
Sl. No.
Employees Number Nature of work
Salary Any other cost
Total cost
14. Weigh man charges
15. Commission charges
16. Income tax
17. Licence fee
18. Shop rent (including electricity and other charges
19. Market fee
20. Establishment charges
21. Maintenance charges
22. Taxes paid
23. Any other cost (specify)
a.
b.
c.
d.
Mode of transportation
Qty transported
Distance covered
Hired / owned
Cost incurred Transportation cost per
qtl
Total transportation
cost Loading charges
Total loading charges
Unloading charges
Total unloading charges
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24. Vegetable transaction per day A. Purchase / Procurement
Sl. No.
Vegetable Qty purchased
From whom
purchased
Price at which it
was purchased
Time or frequency
of purchased
Total quantity
Total value
B. Sales
Sl. No.
Vegetable Qty sold
To whom
produce was sold
Price at
which it was sold
Total value of
the product
sold
Method of sale
Commission charged
Basis Total amount
25. Physical loss in different activity i. Assembling and transportation
Sl. No.
Name of the
vegetables
% of waste
Qty Value % of good grade
Qty Value
% of qty
FAQ
Value Remaining %
Qty Value
ii. Cleaning and grading
Sl. No.
Name of the
vegetables
% of waste
Qty Value % of good grade
Qty Value
% of qty
FAQ
Value Remaining %
Qty Value
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viii
iii. Sales and distribution
Sl. No.
Name of the
vegetables
% of waste
Qty Value % of good grade
Qty Value
% of qty
FAQ
Value Remaining %
Qty Value
26. Problems faced by intermediaries
A. Commission agent
1. Lack of transportation facility
2. Absence of grading facility
3. Low sale absorption capacity of market
4. Too much price fluctuation
5. Lack of storage facilities
6. Lack of knowledge about neighbouring market
7. High tax payment
8. High licence and other market fee
9. Other specify
i.
ii.
B. Wholesaler
1. Wholesale market is too conjusted
2. High rent charges
3. Lack of transportation facility
4. Absence of grading facility
5. Low sale absorption capacity of market
6. Lack of storage facilities
7. High tax payment
8. Too much price fluctuation
9. Other specify
i.
ii.
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ix
Appendix III
RETAILERS
1. Name :
2. Place :
3. Year of establishment :
4. Owned /rented/leased :
5. Ownership of the business : Sole proprietor / Partnership
6. If owned average rent for the same in : Rs.
that area
7. If leased : Rs. _______ Per _______Years
8. Initial investment incurred to set up the shop : Rs. ___________
9. Vegetables usually handled :
10. Do you have cold shelf facility ? : Yes / No.
a. Rent :
b. Electricity :
c. Maintenance :
d. Others :
11. What are the taxes you pay to the Govt : Rs.
How much
12. Employment pattern
Number Salary / month (Rs.)
Family Male
Female
Hired Male
Female
13. Do you grade vegetables : Yes / No
If yes, basis of grading :
14. Do you incur any transportation cost ? : Yes / No
If yes, total Cost. Rs. _________ / Unit
15. Do you incur any packing cost ? : Yes / No.
If yes Total cost Rs. __________/Unit
16. Cost of transaction for the retailers
a. Vegetable purchase
Sl. No.
Name of vegetables
Qty purchased
Price unit
Total value
Frequency of
purchased
From whom
purchased
Qty purchased
Values per
month
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b. Vegetable sold:
Sl. No.
Name of vegetable
Qty sold
Price / unit
Total value
Qty unsold
Wastage To whom sold
Remarks
Qty Value
Qty per month
Value per
month
17. Total quantity of selected commodities handled daily and their value
Sl. No.
Particulars Commodity Qty Price Value
1. Total quantity procured daily i. ii. iii. iv.
2. Total quantity sold daily i. ii. iii. iv.
3. Total cost per day including cost of procurement
4. Total cost per day including sale of procurement
18. Planning for procurement of vegetables (or) How do you decide about the quantity of stocks to be purchased
Sl. No.
Particulars
Tomato Pea Cabbage Potato
Qty Value Qty Value Qty Value Qty Value
I. Buying activities
Buy the same quantity
every time
Buy based on previous
days/weeks/months sale
Buy based on coming
days / weeks / months
expected demand
II.
Agency from whom he
buys :
i. Farmers
ii. Intermediaries
(Wholesaler/commission agent)
III. Inventory maintained
i. Every day
ii. Every week
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xi
19. Do you provide any facilities to the producer who brings his produce for sale
Sl. No.
Particulars Yes/No Qty Price Total value
I. Advisory roles
a. The time of planting
b. Varieties to be planted
II. Extending the physical facilities
a. Supplying the seeds
b. Supplying the pesticides
c. Supplying the fertilizers
d. Procuring at the farmer door steps / provides the transport facility
e. Are they are grading at farmer level or by trader
f. Quantity procured is any fixed quantity procurement/ any amount
g. Time of delivery of produce and place of delivery of produce
II. Physical functions
a. Assembling activities / cleaning, grading activities
b. Packing activities
c. Storage activities
III. Credit facilities
IV. Retailing activities
V. Other specify i. ii. iii.
20. Problems faced by the retailer
a. Inadequate physical facilities b. Absence of grading facilities
c. Absence of storage facility
d. Lack of transportation facility
e. Price fluctuation (wide and low)
f. Non-availability of suitable weighing facilities
g. Failing in assessment of demand
h. Procurement problems
i. More physical loss of produce / storage loss
j. Timely supply
k. Other specify
i.
ii.
iii.
21. Expectation of the retailer
a. Good physical facilities
b. Less charges
c. Less price fluctuation
d. Good grading, storage and packing facility
e. Good transportation facility
f. Meeting he customer requirement / Rendering all customer service
g. Right planning for procurement
h. Less handling loss of produce
i. Right market information
j. Timely availability of produce
k. Timely supply to consumer
l. Assessing the demand at right time
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xii
Appendix IV
CONSUMERS
1. Name :
2. Age : ________ Yrs _________
3. Occupation : Employee / Employer
4. Sex : Male / Female
5. Education : Primary / School / High school / PUC / Graduate / PG
6. Family size : Male Female
Adults
Children
7. No. of people employed :
8. Family income per month (Rs.) : <10,000 / 10-15000 / 15-20000 / 20-25000/
25-30000 / 30-40000 / >40000
9. Monthly expenditure on vegetables (Rs.) :
10. From where you are buying the vegetables
Sl.
No.
Particulars
Tomato Pea Cabbage Potato
Qty Value Qty Value Qty Value Qty Value
Retail outlets
Local
/producers
vender
Any other
11. Frequency of purchase : Daily / Once a week / Twice a week
12. Amount spent on vegetables (Rs.) in each : Vegetables Price
purchase for selected commodities
13. Mode of payment :
14. Reason for purchasing vegetable at a :
particular outlet
a. Timely availability :
b. Proximity :
c. Quality of produce :
d. Timing :
e. Common phobia to enter multinational :
stores
f. Visual merchandising and store design :
g. Promoted by promotional tools and :
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xiii
credit sales
h. Advertisement :
i. Wide range of products are available :
j. Price :
Reasonable
High
Discount
k. Good services rendered by the outlets :
l. Vegetables which are very good :
m. Others specify
i. Better suited time
ii.
iii.
15. Problems faced by the consumers :
a. No timely availability of produce
b. Absence of wide range of products
c. Very high prices
d. Quality of product is unsatisfactory
e. Unsatisfactory responses and services rendered at a retail outlet
f. No proper promotional tools and sales on credit
g. Inconvenience / not nearness of the retail outlets
h. Unhygienic condition
i. No proper store design and visual merchandising