Market Outlet Decision in the Value Chain of Vegetable Pea in Hilly Region of Kumaon, Uttarakhand, India

摘要

Uttarakhand is emerging as a significant pea-producing state. In this paper, an attempt was made to determine the factors responsible for the market outlet decision made by the producer as an actor in value chain of vegetable pea in the hilly region.The study is based on the primary data collected using a multistage sampling technique from the pea producers of the study area. Three marketing outlet choices emerged from value chain mapping during the study that was via a wholesaler, via rural collector, and directly to the local market. A multinomial logit model was used to predict the relative probability of choosing an outlet among the three by the pea producer. Result of the model indicated that different factors played a significant role in theadoption of different outlet choices over other. The probability of choosing a rural collector increases by 1.4 and 3.3 percent, respectively, with the increase in per unit quantity supplied and per unit increase in distance from the market. In contrast,access to the market information imparts significant negative effects. The probability of choosing a local market trader as a market outlet increases by 1.07 percent with the increase in per unit of quantity supplied, while access to irrigation and market information poses a negative effect. The findings of this study could be used in designing technological and policy interventions by the different stakeholders.