International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print),

ISSN 0976 643X (Online), Volume 5, Issue 4, July August (2014), pp. 01-05 IAEME
1












A STUDY ON MARKETING PRACTICES FOLLOWED BY
TOMATO GROWERS AND SOURCE OF MARKET
INFORMATION


1
M. V. SRINIVAS,
2
Y. B. VENKATAREDDY,
3
B. S. LAKSHMAN REDDY

1
Ex-PG student, Dept. of Agricultural Extension, University of Agricultural
Sciences, GKVK, Bangalore-560 065, India
2
Jr. Liason Officer, Coffee Board, Gonnikoppa, Karnataka,India
3
Assistant Professor of Agricultural Extension Education, College of Horticulture,
University of Horticultural Sciences, Bagalkot- 587102, Karnataka, India




ABSTRACT

The present study was conducted in Chinthamani, Kolar, Mulbagal and Srinivaspur
taluks of Kolar district of Karnataka state with a sample size of 120 tomato growers to
analyze the existing marketing practices followed by tomato growers and source of flow of
market information. The findings reveal that, 88.33% farmers indicated that they harvest at
the stage of half ripened, 85.84% of the farmers have used wooden box for packing, 71.67%
of the farmers used tempo to transport the produce, 64.17% of the farmers are not practicing
the grading and about 96.67% of farmer used 15kg box as standard weight. All the farmers
indicated that price of the produce is determined by open auction and 85.83% of farmers
indicated payment is made on the spot. Overall marketing practices of Tomato growers reveal
that 53.33% of the tomato growers belong to medium level of marketing practices category.
land holding, annual income, cosmopoliteness and infrastructure facilities were positively
significant relationship with marketing practices.

Keywords: Market Information, Market Determination, Source of Information, Marketing
Practice.


INTERNATIONAL JOURNAL OF MARKETING AND HUMAN
RESOURCE MANAGEMENT (IJMHRM)

ISSN 0976 6421 (Print)
ISSN 0976 643X (Online)
Volume 5, Issue 4, July August (2014), pp. 01-05
IAEME: http://www.iaeme.com/IJMHRM.asp
Journal Impact Factor (2014): 4.7830 (Calculated by GISI)
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IJMHRM
I A E M E
International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print),
ISSN 0976 643X (Online), Volume 5, Issue 4, July August (2014), pp. 01-05 IAEME
2

INTRODUCTION

An efficient marketing of tomato plays an important role to increase the producer
share in the consumer rupee. Presently, the vegetable marketing is mainly in the hands of
middleman like village merchants, commission agents, etc. The producer is only a price
receiver. Therefore, many times tomato producers have to resort to distress sale due to
uncertain situation in marketing of tomato. With this background, the present study is taken
up to analyze the existing marketing practices followed by tomato growers and to know the
sources of flow of market information.

OBJECTIVES OF THE STUDY

1. To study the marketing practices of the tomato growers
2. To know their soruce flow of market information

MATERIALS AND METHODS

This research study was conducted in Kolar district, largest producers of Tomato in
Karnataka and ranks first in both area and production. In Kolar district, Chintamani, Kolar,
Mulbhagal, Srinivaspur taluks were purposively selected as these taluks had highest area and
production under Tomato. From each taluk, three villages were selected on highest area. Thus,
12 villages were selected for the study. From each of these selected villages, 10 respondents
were selected by randomly. Thus, a total of 120 Tomato growers constituted as sample for the
study.

RESULTS AND DISCUSSION

The results and discussions are presented under various headings as below;

1. Marketing practice wise analysis
The analysis of practice-wise marketing practices are presented in table 1.

Stage of harvesting
About 88.33% of the farmers indicated that they harvest at the stage of half ripened,
whereas 11.67% of the farmers harvest their produce at the stage of full ripened. The reason
may be half ripened tomato had good demand, high price and less damage during
transportation.

Mode of packing
Table 2 indicates that 85.84% of the farmers have used wooden box for packing,
whereas 10.83% of them used bamboo basket as a packing material, and 3.33% have used
plastic box as a packing material. The possible reason might be easy availability of material
locally and also reduce the damage during transportation.



International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print),
ISSN 0976 643X (Online), Volume 5, Issue 4, July August (2014), pp. 01-05 IAEME
3

Mode of transport
Majority (71.67%) of the farmers used tempo to transport the produce followed by
followed by tractor (53.33%), Bus top (33.3%) and lorry (14.17%). The reason might be the
quantity of the produce, availability of tempo at the door step, and can reach market timely.

Grading
About 35.83% of the farmers are practicing grading, where as 64.17% of the farmers
are not practicing the grading. The possible reason might be lack of knowledge, lack of grading
facility and may not remunerative. Out of 35.83% of the farmers who followed grading,
67.44% of them graded the produce based on the size, 23.25 % graded based on the colour and
9.31% graded based on the variety. Though, grading help farmers to get higher price to their
produce only few (35.83%) of the farmers are grading the produce.

Distance of market
Half of the farmers brought their produce to market with in the range of 10-20 km,
followed by 25% in the range of 20-30 Km, 16.67% below 10 Km and 8.33% in the range of
30-40 Km. This could be due to that farmers think that it is easy to transport nearby which save
time and money.

Method of price determination
All the farmers indicated that price of the produce is determined by open auction. The
possible reason may be the transparency in marketing through open auction and create
competitiveness.

Method of payment
About 85.83% farmers indicated that spot payment is made, while 10.83% of them
indicated that advance payment is also made but 3.34% of the farmers said delayed in payment.
According to KAPMR act the commission agents should release full payment in cash to the
sellers/farmer on the same day. But mutual understanding between commission agents and
farmers. Sometime they pay advance payment to farmers for buying of inputs.

Weight of standard box
About 96.67% of farmer used 15kg box as standard weight whereas 3.33% of farmers
used 30 kg box as standard weight. The possible reason is the size depends on the market where
the produce is marketed.

2. Over All Marketing Practices of Tomato Growers
The results in Table-2 reveal that 53.33% of the tomato growers belong to medium
level of marketing practices category followed by high (25%) and low (21.67%). The reason
for medium level of marketing practices category might be their level of knowledge.

3. Flow of Market Information
The Table-3 indicates that 93.33% farmers approached friends for market information
followed neighbour (80.83%). Commission agents and telephone were third and fourth in the
hierarchy of flow of market information. The other sources are news paper (29.17%), TV
(21.665), Village merchant (13.13%), input dealers (12.5%), traders (7.5%), Radio (5.83%).
APMC secretary (3.33%), TAPMC secretary (2.5%) and ADM (1.67%).

International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print),
ISSN 0976 643X (Online), Volume 5, Issue 4, July August (2014), pp. 01-05 IAEME
4

Table 1: Marketing practices of tomato growers (n=120)
Sl No. Marketing practices Response
No %
1 Stage of harvesting
Fully ripened

Half ripened


14
106

11.67
88.33
2 Mode of packing
Bamboo basket
Wooden box
Plastic box

13
103
4

10.83
85.84
3.33
3 Mode of transportation*
Tractor
Top of the Bus
Tempo
Lorry

64
40
86
17

53.33
33.33
71.67
14.17
4 I. Grading
Followed
Not followed
II. Basis for grading(43)
Size
Colour basis
Variety basis

43
77

29
10
4

35.83
64.17

67.44
23.25
9.31
5 Distance of the market (km)
Below 10 km
10-20
20-30
30-40

20
60
30
10

16.67
50.00
25.00
8.33
6 Method of price determination
Open auction
Mutual negotiation

120
-------

100.00
------
7 Method of payment
Advance payment
Spot payment
Delayed in payment

13
103
13

10.83
85.83
3.34
8 Weight of standard box
15 kg
30 kg

116
4

96.67
3.33
*More than one practice

Table 2: Overall marketing practices of tomato growers (n=120)
Marketing practices Category Respondents
No %
Low
Medium
High
< 9.34
9.34 to 11.44
> 11.44
26
64
30
21.67
53.33
25.00
Total 120 100.00

International Journal of Marketing and Human Resource Management (IJMHRM), ISSN 0976 6421 (Print),
ISSN 0976 643X (Online), Volume 5, Issue 4, July August (2014), pp. 01-05 IAEME
5

Table 3: Source of flow of market information (n=120)
Sl. No. Source Responses
No %
1
2
3
4
5
6
7
8
9
10
11
12
13
Friends
Neighbours
Commission agent agent
Telephone
News paper
T.V.
Village merchant
Input dealers
Traders
Radio
APMC secretary
TAPMCS
ADAM
112
97
67
48
35
26
16
15
9
7
4
3
2
93.33
80.83
55.83
40.00
29.17
21.67
13.33
12.50
7.50
5.83
3.33
2.50
1.67


CONCLUSION

It can be concluded that more than half of the farmers are not grading their
produce before taking to the market. Hence, this calls for proper education by the
extension worker to create awareness about importance of grading and train them.
They should involve the farmers in each and every extension activity in the local
vicinity increase the number of programme in the area. The official should develop
and maintain good rapport with all the farmers.

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