Role of extension professionals in determining marketing behaviour of the farmers indulged in Horticulture sector in Indian context: A review
Article Main
Abstract
The companionship of advanced technology and easy outlay for the primary products have always been a prime focus to boost economy of the nation. Although, India has gone through a major transformation from being food deficient to now the leading producer and exporter of many agricultural commodities. The socio-economic condition of the farmer has not witnessed a noticeable change. The root cause identified by the researchers being the existence of long supply chains, lack of awareness, inadequate infrastructural facilities, etc. Researches analyzing the marketing behaviour of the farmers may help in identifying the constraints faced by the farmers in marketing their produce for optimum returns. Also, results may help to purview the factors contributing to better marketing by analyzing the varied behaviour of the farmers. Proper analysis, devising the effective strategy and its implementation require well-equipped extension professionals with upgraded skills and futuristic vision.
Article Details
Article Details
Keywords
Extension professionals, Farmers, Futuristic vision, Revamp
References
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Shekhar, B.R. (2009). Study on Marketing Behaviour of Chilli Growers in Guntur District Of Andhra Pradesh. Thesis, MSc. Acharya N.G.Ranga Agricultural University, Hyderabad, India
Stone, G. (2006). Agribusiness Role in Extension, Education and Training – A Case Study (www.regional.org.au/au/apen/2006/refereed/6/3093_stonegc.htm)
Terblanché, S.E. (2008). Towards an improved agricultural extension service as a key role player in the settlement of new farmers in South Africa. South African Journal of Agricultural Extension, 37(1): 58-84.
Van den Ban, A. W. and Hawkins, H. S. (1988). Agricultural Extension. Burnt Mill, Harlow.
Whitaker, H. Leggette, H.R. and Barbeau, S. (2018). A Marketing Standpoint: What Marketer Can teach Extension Professionals About Internet- Based Media. Journal of Extension, 56(6). Feature (6FEA3). Retrieved May 01, 2019 from http://www.joe.org/joe/2018october/a3.p
Acharya, S.S. and Agarwal, N.L. (2015). Agricultural Marketing in India, New Delhi: Oxford and IBH Publishing Co.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2):179-211.
Anaeto, F.C. et. al. (2012). The role of Extension Officers and Extension Services in the Development of Agriculture in Nigeria. Wudpecker Journal of Agricultural Research, 1(6): 180 – 185.
Chandrashekhar, S. K. (2007). Analysis of Onion Production and Marketing Behaviour of Farmers in Gadag district, Karnataka. Thesis, Masters. University of Agricultural Sciences, Dharwad, India.
Davis, K. (2015). The new extensionist: Core competencies for individuals. GFRAS Brief, 3.
Devde, P. U. (2017). Marketing behaviour of vegetable growers. Thesis, Masters. Vasantrao Naik Marathwada Krishi Vidyapeeth, Parbhani, India.
Fishbein, M., and Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Gangadhar, J. (2009). Marketing Behaviour of Cotton Farmers in Warangal District of Andhra Pradesh. Thesis, Masters. Acharya N.G.Ranga Agricultural University, Hyderabad, India.
Gandhi, V.P. and Namboodiri, N.V. (2004). Marketing of Fruits and Vegetables in India: A Study Covering the Ahmedabad, Chennai and Kolkata Markets. Working paper: IIM A. issue date: 22/7/2010.
Gills, R. (2015). Post-Harvest Decision Making Pattern and Marketing Behaviour of Peri Urban Farmers. Thesis, PHD. Indian Agricultural Research Institute, New Delhi.
Hassanullah, M. (2006). Commercialization Of Agriculture And The Role Of Agricultural Extension Services In Asian Nations. Agricultural Extension, 175.
Hegde, N. G. (2010). Development of value chain for sustainable agriculture. Financing Agriculture, 42(7): 26-28.
Houser, M. et.al. (2018). Strategies for Enhancing University Extension’s Role as an Agricultural Information Source. Journal of Extension, 56 (6). Feature (6FEA5). Retrieved May 01, 2019 from http://www.joe.org/joe/2018october/a5.php.
http://www.manage.gov.in/studymaterial/scm-E.pdf. Supply chain management in agriculture reading material.02-04-2019. (National Institute of Agricultural Extension Management)
National Commission on Agriculture Report. (1976).Crop production and sericulture and apiculture. Government of India press, New Delhi.
Jahangirali, M. (2014). Comparative Analysis of Marketing Behaviour of Wheat and Tomato Growers in Dharwad District of Karnataka. Thesis, Masters. University of Agricultural Sciences, Dharwad, India.
Johnson, B and Manoharan, M. (2009). Marketing Behaviour of Cashew Farmers. Indian Research Journal of Extension Education, 9 (1):6-10.
Kaleel, F. M. H., Krishnankutty, J. and Babu, K. S. (2007). Market-led extension dimensions and tools. Agrotech Publishing Academy, Udaipur, India.
Kiruthiga, K., Karthi, R. and Daisy, B. A. (2015). Agricultural marketing: An overview. International Journal of Scientific and Research Publications, 5(4):1-3.
Kumar, S., Roy, M. and Mukherjee, A. (2018). Marketing Behaviour of Vegetable Growers in Uttarakhand hills. Journal of Community Mobilization and Sustainable Development, 13(1): 68-74.
Ladaniya, M.S. and Vinod, W. (2001). Marketing pattern of ‘Mosambi’ sweet orange in selected districts of Maharashtra. Indian journal of Agricultural Marketing, 17(1): 52-62.
Maunder, A. (1972). Agricultural Extension: A Reference Manual. Module 4. Behaviour Modification. 2000. Regional Training Seminar on Guidance and Counselling: UNESCO, Uganda.
Murthy, S., Gajanana, T.M., Sudha, M. and Dakshinamoorthy, V. (2007). Marketing Losses and Their Impact on Marketing Margins: A Case Study of Banana in Karnataka. Agricultural Economics Research Review, 20: 47-60.
Pandey, D., Kumar, A., and Singh, R. (2011). Marketing Of Sweet Orange (Malta) In Kumaon Region Of Uttarakhand. Journal of Recent Advances in Applied Sciences, 26.
Pratap, Tej. (2011). Hill Agriculture: Challenges and Opportunities. Ind. Jn. of Agri.Economics. 66(1).
Raina, V., Nain, M.S., Hansra, B.S. and Singh, D. (2011). Marketing Behaviour and Information Sources Utilization Pattern of Flower Growers. Journal of Community Mobilization and Sustainable Development, 6(2): 180-184.
Santoshkumar, S.P. (2008). Marketing Behaviour, Information Source Consultancy Pattern and Problems of Vegetable Growers in Bijapur District of Karnataka. Thesis, Masters. University of Agricultural Sciences, Dharwad, India.
Schmieder, C., Cadwell, K.E.H. and Bechtol, E. (2018). Readying Extension for the Systematic Analysis of Large Qualitative Data Sets. Journal of Extension. 56(6). Feature (6FEA2). Retrieved on May 01, 2019 from http://www.joe.org/joe/2018october/a2.php.
Shekhar, B.R. (2009). Study on Marketing Behaviour of Chilli Growers in Guntur District Of Andhra Pradesh. Thesis, MSc. Acharya N.G.Ranga Agricultural University, Hyderabad, India
Stone, G. (2006). Agribusiness Role in Extension, Education and Training – A Case Study (www.regional.org.au/au/apen/2006/refereed/6/3093_stonegc.htm)
Terblanché, S.E. (2008). Towards an improved agricultural extension service as a key role player in the settlement of new farmers in South Africa. South African Journal of Agricultural Extension, 37(1): 58-84.
Van den Ban, A. W. and Hawkins, H. S. (1988). Agricultural Extension. Burnt Mill, Harlow.
Whitaker, H. Leggette, H.R. and Barbeau, S. (2018). A Marketing Standpoint: What Marketer Can teach Extension Professionals About Internet- Based Media. Journal of Extension, 56(6). Feature (6FEA3). Retrieved May 01, 2019 from http://www.joe.org/joe/2018october/a3.p
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Role of extension professionals in determining marketing behaviour of the farmers indulged in Horticulture sector in Indian context: A review. (2019). Journal of Applied and Natural Science, 11(2), 450-454. https://doi.org/10.31018/jans.v11i2.2084
