Producer’s Share in Consumer Rupee in the Marketing of Banana, Theni District

 Saravanapandeeswari | Vanitha  

Price Spread | Marketing Margin

Vol: 3; Iss: 7; Jul 17 | ISSN: 2454-5422

Marketing helps producer in disposal of produce ensuring reasonable returns for his hard work. Production process is not complete until the produce reaches the hands of final consumer; marketing efficiency depends largely on the costs, margins and producer’s share in consumer’s rupee. An efficient marketing system is a pre-requisite for ensuring remunerative price to the growers. The present investigation was conducted in Theni district of Tamil Nadu to analyze the price spread realized by the banana farmers and to suggest suitable policy options for increasing the productivity of banana. Sum-of-Average Gross Margin Method and Farmer’s Share in Consumer Rupee was used to analyze the price spread. The results of the study revealed that Channel – II (Producer – Pre-harvest Contractor – Wholesaler – Retailer – Consumer) has been considered as the most preferable channel in the study area due to the producers directly sold the produce to wholesaler rather than to pre harvest contractor or local traders, or through commission agent generally, they would get more profit.