Agricultural Marketing Case Study

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2.2.5.3 Branding: Modern customer is very brand conscious. Branding is a process of stamping a product or a group of products or something else which the marketer offers, with some identifying name and mark or combination of both (Kotler, 2001). It creates individuality in the offering facilitating it to be easily distinguished and recognized in the market from rival offerings (Lamba, 2013).
2.2.6 Consumer Buying Behaviour:
Consumer behaviour is the activities people undertake when obtaining, consuming and disposing off products or services (Kotler, 2001). This definition means that before a consumer makes a purchase decision, he /she actually goes through a series of activities starting from searching of information about the products/ services, …show more content…

Agricultural marketing is an activity of buying and selling of agricultural produce (A. Mishra & Bhandari, 2013), it is a process, which consists of a supply chain such as land, labour, machines, men, transportation, advertising, processing and sales (Encyclopedia of Saskatchewan, n.d.); a trade which facilitate a farmer to think beyond survival and brings in revenue to the farmers by expanding and improving production and productivity (Adigal & Singh, 2015) and lastly it plays an important link between agricultural production and revenue generation in the farm sector (M. Roy, …show more content…

The study revealed that the highest marketing efficiency channel was found to be of Producer to Consumer (Dastagiri et al., 2013). In Trichur District- Kerala state three marketing channels were used to market pineapples which include:
Commission Agent
a. Producer-------------------------- WholesalerRetailerConsumer Or Co-operative Society Commission agent
b. Producer--Village Merchant----WholesalerRetailerConsumer Commission agent
c. ProducerProcessing factories
From the above channel levels, 74% of the respondents marketed their produce through Commission agent (K. Thomas & Mukundan,

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