Mushroom Marketing Channels and Consumer Behaviour : A Critical Analy

摘要

Mushrooms are valued high for their nutritional and medicinal properties. However, their consumption among the masses is not common. Hence, the present study was undertaken to understand the marketing channels and mushroom consumer behaviour among thepeople. The extent of variation in price spread observed in the average selling price when sold to consumers, retailers and wholesalers for all the mushroom varieties was studied which varied between Rs. 27-40. The perishability and lack of processing facilities for mushrooms is the main reason for such a huge price escalation as the growers will mostly depend on the marketing channels to sell their produce. Majority consumers preferred button mushroom over other mushroom varieties though, they are onpar with respect to the nutritional and medicinal properties and are easier and cheaper to cultivate. Hence, Extension assumes a major role in spreading awareness on this among the growers and the consumers.