Organised Retailing of Vegetables: A Farmer, Retailer and Consumer Perspective in India

摘要

The increasing demand for high-value food products in developing countries is creating incentives for expansion of supermarket chains as an alternative marketing system to the traditional marketing channels. In India the emergence of supermarkets hasprofoundly influenced fruit and vegetable marketing system. The present study was conducted to assess the impact of the upcoming supermarkets on farmers, consumers and different marketing channels in Rangareddy district of Andhra Pradesh whichisoperatingtheir retail outlets in Hyderabad city. Three vegetables i.e., tomato, brinjal and bhendi were selected. The study reveal that the cost of cultivation of supermarket supply farmers was less than the traditional marketing supply farmers due to efficientutilization of resources and the net price received by the farmer in supermarket channel was more for all the three vegetables when compared to traditional channel fanners. The total marketing cost incurred by growers was more in traditional channels. The producer's share in consumer's rupee and marketing efficiency was higher for supermarket channel than traditional market channel producers for all the three selected vegetables. The innovative institutions contribute in reducing transaction costs and augmenting farm profits. The income, credit cards, refrigerator ownership are consistently significant determinants in the shopping behavior of the consumers. Government has to regulate prices, open and operate retail outlets and should assess the production and consumption level and announce the minimum support prices of the vegetables.