The term agricultural marketing is comprised of two different words namely, agriculture and marketing. 'Agriculture', of course refers to the activities making use of natural resources for the welfare of society whereas 'Marketing' means looking after the marketing functions, channels and agencies etc. Agricultural marketing therefore, is a bridge between the farm and non-farm sectors. Discussed under are the core details of agricultural marketing. T
ake a look:Significance and Features of Agriculture Marketing
As far as Indian agricultural scenario is concerned, the farmers have lately realized the importance of adopting new production techniques increased productivity. The Indian farmers are no more confined to produce as much needed for self-consumption but they now produce to serve the market at large and earn more and more revenue out of it. Agricultural marketing is thus registering its importance and significance all the more with the advent of modern agricultural patterns.
The major objectives of an effective agricultural marketing system are:
-Provide best possible returns to primary producers.
-Rendering enough facilities to pick up all the produce that the farmers are ready to sell off at an incentive price.
-Minimize the price difference between the primary producer and end consumer.
-Maintaining the quality of agro-products.
Prerogatives for Agricultural Marketing
There are certain prerogatives that every farmer needs to enjoy to make use of agricultural marketing in the best possible manner. Every farmer needs to have:
-Appropriate storage facilities for storing perishable farm goods.
-Ample amount of waiting capacity to sell his goods. As in, a farmer should be able to have the privilege of selling his agricultural commodities as and when he wants. Unlike a situation where he has to sell off his entire produce just after the harvest at nominal prices.
-They should be provided with cheap transport facilities so as to let them migrate their produce from village to main markets rather than selling it off in the to the village money-lenders at low prices.
-Farmers should be well-equipped with the prevailing market conditions and ruling prices at a given point of time in the market. There should be fair and regulated market practices so that the farmers are not cheated by middlemen etc.
-Intermediaries should be the minimum in between the farmers and end users. The lesser the middlemen's profit, the more the farmer's return would be.
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