Agricultural marketing is one of the important branches of agricultural economics. Farmers have one commodity or the other in surplus. This surplus has to be disposed off or sold so as to earn some money to satisfy other needs, which cannot be satisfied on the farm or in the village. Thus, agricultural marketing has two-fold objective

In modern commercial agriculture, the surpluses with farmers are steadily rising so also their family needs are changing with the change in lifestyle. Therefore, agricultural marketing has assumed important place. Traditionally, market is place or building where buying or selling of goods takes place. But in modern times with fast and long distance communication facilities like telephone becoming available, market is no more restricted to particular place only, but it has become wider and has assumed regional, national or even international status. Buying and selling is finalized on telephones only from distant places. Thus the concept of market has radically changed.

Marketable Surpluses

The concept of marketable surpluse is very important for the development of markets. Marketable surplus is different in different commodities. Marketable surplus is a surplus which is available for sale after meeting i) family needs ii) seed requirement iii) kind wages iv) gifts to relatives and friends etc. In the case of foodgrains surpluses are generally low. They vary from zero (with small and marginal farmers) to 70-80 percent with large farmers and in surplus areas. In general marketable surpluses in foodgrains are in the range of 45 to 50%. In cash crops and in those commodities which are raw materials of industry, surpluses are 80-100 %. In fruits and vegetables, which are grown on commercial scale, surpluses are above 90%. Thus, for the commodities which have large surpluses markets have to be well-organized and efficient ones.

Market functions

Agriculture marketing comprises of all the operations involved in the movement of produce from the farm till it reaches the ultimate consumer. Several functions are involved in this process.

They are as follows :

Functionaries :

The above functions are carried out by various functionaries which are as follows :

Agencies

Following agencies carry out marketing (buying and selling) at various stages :

Types of markets

Perfect and imperfect Markets

As per definition, agricultural markets should be perfectly competitive markets as there are large number of buyers and sellers. But these markets are not really perfectly competitive. The traders as buyers are generally educated, have full knowledge of market-practices (demand, supply, prices, etc.) and are organizationally strong. This is not the case with farmers-sellers. They are mostly ignorant, weak and unorganized. When the prices are fixed in the open market, the farmers do not get the reasonable and correct prices as they sell their produce under forced or distress situation. Therefore these markets are imperfect markets.

Methods of sale

Following methods of fixing prices are observed in various markets

First method i.e. open auction, is most popular and is followed in regulated markets as prices are fixed in the presence of all concern.

Channels of marketing

In some fruit crops, in addition to the above, there is preharvest contractor who takes fruit gardens while fruits are still on the trees.

In private channel, there are many intermediaries, which result into high costs and market margins. Therefore, the commodities become costly for the final consumer and this reduces the producer's share in consumer's prices. This is a traditional channel and is quite popular with the farmers. Nearly 60 to 70% agricultural produce is sold through this channel.

The co-operative channel is quite weak in the country. In Maharashtra, this channel is used partially in important fruit crops like grapes, pomogranate, banana, ber, orange along with private channel. It is also used in milk in Maharashtra, Gujrathi etc. along with Govt. and private channels.

Government channel is used mainly for foodgrains like rice, wheat and sugar. In some essential commodities, when the prices are unduly high or low the Govt. enters into market to buy the commodities and sell them to protect the interests of both-producer and consumer. The examples are onion, edible oils etc. Government channel operates with the co-operative or private channels. In Maharashtra, Govt. channel operates in the marketing of milk along with co-operative and private channels.

The channels of marketing is an important aspect of agricultural marketing affecting the prices paid by consumers and shares of them received by the producer. The shorter the channel, lesser the market costs and cheaper the commodity to the consumer. When the channel is long with more intermediaries, prices are more and producer's is less. The channels of marketing and price for different commodities has been the main focus of research in agricultural marketing. The channel which provides commodities at cheaper price to consumer and also ensures greater share to producer is considered as the most efficient channel Several studies have been carried out in India on this topic for different commodities and in different regions and the results are of mixed nature due to local socio-economic conditions and infrastructure facilities.

Normally producer's shares in different commodity groups are as follows

d`f"k foi.ku

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1- leFkZu ewY; dh tkudkjh %& Hkkjr 'kklu }kjk Qlyksa ds leFkZu ewY; ?kksf"kr djus ds i'pkr bldh tkudkjh fdlkuksa dks iapk;r ds ek/;e ls nh tkosxh rkfd fdlku dks mldh mit dk okftc nke fey ldsa A
dbZ ckj leFkZUk ewY; ls uhps Hkh eaMh esa [kjhnh gks tkrh gS A etcwjh o'k fdlku dks viuh mit leFkZu ewY; ls Hkh de Hkko ij cspuh IkM+rh gS A
2- Qly mRiknu dh Hk.Mkj.k O;oLFkk %& Qly mRiknu dk Hk.Mkj.k Hkh foi.ku dh ,d egRoiw.kZ dM+h gS A Qly dh xgkbZ ds ckn nkus esa ,d fuf'pr ueh Lrj jgus rd lq[kkus ds i'pkr gh Hk.Mkj.k fd;k tkuk pkfg;s ftlls fd QLky esa Hk.Mkj.k ds nkSjku dhM+ksa dk izdksi ugha gks rkfd mldh xq.koRrk tl dh rl cuh jgs A
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;fn bl izdkj ls Hk.Mkj x`gksa dk fuekZ.k gksrk gS rks d`"kd viuh mit dks eaMh esa lgh Hkko vkus ij gh csp ldsxk ftlls ml fdlku dks mldh mit dk lgh lgh ewY; izkIr gks ldsxk A bl izdkj vYidkyhu Hk.Mkj.k laHko gks ldsxk A
3- ef.M;ksa ds Hkko %& de ls de iapk;r Lrj ij eafM;ksa esa py jgs fofHkUu Qlyksa ds mit ds Hkko dh tkudkjh miyC/k djkuk lqfuf'pr dh tkosxh A bUVjusV ij xzke e.Mh MkWV dke dh osclkbZV miyC/k gS A blesa izn'k dh leLr eaf.M;ksa ds Hkko miyC/k gS A
4- foi.ku izca/ku %& foi.ku izca/ku ds varxZr v/kkslajpuk dk fodkl gksuk vfr vko';d gS tSls & xk¡o ls fodkl [k.M eq[;ky; dks tksM+us okyh lM+d A bl vksj fdlku HkkbZ;ksa ds lkFk xgu ppkZ dj dqN ty lg;ksx ,oa dqN iapk;r ls visf{kr lg;ksx ysdj xk¡o esa lM+d fuekZ.k lgdkjh lfefr dk xBu djk;k tkdj lM+d fuekZ.k dh fn'kk esa dk;Z djuk izLrkfor gS A D;ksafd rglhy eq[;ky; rd igq¡p ekxZ lgh gksus ls ifjogu ykxr de gks tkoxh ftlls d`"kd dks vf/kd ykHk izkIr gks ldsxk A e.Mh esa d`"kd dh mit vkus ds i'pkr mldk foØ; lgh nke ij fcpksfy;ksa ls eqDr gksrs gq, gksos ,slh O;oLFkk lqfuf'pr djus gsrq ef.M;ksa ds lkFk ppkZ dj ;kstuk cukbZ tkosxh A
e.Mh rd igq¡pus ls igys dqN fcuk yk;lsal ls O;kikj djus okys lM+d ds fdukjs cSBs ,sls O;kikfj;ksa ds f[kykQ e.Mh vf/kfu;e ds rgr l[r dk;Zokgh lqfuf'pr djokbZ tkdj fdlkuksa dh mit dks mudh pqaxqy ls eqDr j[kk tkuk izLrkfor gS A
foØzsrkvksa ds rjktw ,oa ck¡V dh tk¡p fu/kkZfjr le;kof/k esa ukirksy foHkkx ls djkbZ tkuk lqfuf'pr dh tkosxh A
lkekU;r% ns[kus esa vk;k gS fd fdlku dks viuh mit ds cnys esa uxn jkf'k O;kikjh }kjk ugha fn;k tkdj fdlku ds 10 ls 15 fnu i'pkr vkus dh frfFk dk fo;jj pSd ns fn;k tkrk gS A ogh dqN deh'ku ,stsUV bafdr dqy jkf'k dk 1 ls 2% rd ysdj d`"kdksa dks uxn Hkqxrku dj pSd izkIr dj ysrs gSa A bl izdkj 1 ls 2% voS/kkfud deh'ku fdlku dh xk<+h dekbZ esa ls olwy ysrs gSa A ;fn ef.M;ksa esa ,slh O;oLFkk izpfyr ikbZ tkrh gS rks oS/kkfud rkSj ls bu deh'ku ,tsUVksa ds f[kykQ dk;Zokgh dh tkuk izLrkfor gS A

y?kqd`r foi.ku O;oLFkk

fdlku }kjk mxkbZ tk jgh izeq[k Qlyksa dk foi.ku ewY; ef.M;ksa esa gks gh tkrk gS ijUrq dqN y?kq mit tSls lfCt;k¡] Qwy] Qy] ouksit ¼xksn½ ekSleh HkqV~Vs] ekSleh Qy ,oa elkyk okyh mit vkfn dh foi.ku O;oLFkk gsrq ;k rks e.Mh esa gh ,d vyx LFkku ij ;k e.Mh ds vkl&ikl ,d LFkku fu;r gksuk pkfg, A bl fn'kk esa ef.M;ksa ds lg;ksx ;s vko';d igy dh tkuk izLrkfor gS A

iSekus ij mRiknu fd;k tkrk gS ,sls xk¡oksa esa tSls fd ekok mRiknu djus okyksa dh ,d lgdkjh laLFkk dk xBu djk;k tkuk izLrkfor gS ftlds ek/;e ls ekok mRiknd fdlku] ekos dk cM+h ef.M;ksa esa tSls eqacbZ dydRrk vkfn fons'kksa ls lEidZ gksus ij lh/ks fons'kksa esa o`gn iSekus ij vPNs nke ysdj fu;kZr dj lds A

fu;kZr djus okyh lfefr;ksa dks mudh fu;kZr {kerk ds vk/kkj ij cSadksa ls lk[k lhek dk fu/kkZj.k djk;k tkuk izLrkfor gS A

fdlkuksa }kjk mRikfnr laosnu'khy mit tSls Qwy] vkS"kf/k] Qy] ekok] vkfn ds lqjf{kr ,oa lajf{kr] izkFkfedrk ds vk/kkj ij ifjogu lacaf/kr dk;Z ;kstuk ftlesa ifjogu njksa esa fj;k;r dk Hkh izko/kku gksxk] rS;kj dh tkdj jsyos dks fopkjkFkZ Hkstuk izLrkfor gS A

tks d`"kd fu;kZr djus ;ksX; xq.koRrk dh mit iSnk dj fu;kZr djrs gSa vFkok dksbZ lgdkjh lfefr ,slk dk;Z djrh gS ,slh gLrh;ksa dk lEeku lkoZtfud :i tSls fdlh esys esa ;k vU; fdlh lkekftd lHkk esa xa.kekU; }kjk djk;k tkuk pkfg;s ftlls fd nwljs d`"kd izksRlkfgr gksdj vPNh mit iSnk djus ;k n<+ fopkj cuk lds A

;gk¡ fdlkuksa dh lgdkjh lfefr;k¡ vPNh rjg ls Qly mit foØ; dj fdlkuksa dks vPNs nke fnyk jgh gS ,slh lfefr;ksa ds lapkydksa dks u;s {ks=ksa esa cqykdj fdlkuksa ds chp muds }kjk fd;s x;s dk;ksZa dk izf'k{k.k nsuk pkfg;sA

Lolgk;rk lewgksa dk xBu djk;k tkdj mudks vPNh rjg lapkfyr djuk ,oa O;fDrxr cSafdax iz.kkyh dk Lo:i nsuk izLrkfor gS A

,xzh ,DliksVZ >ksu ¼d`f"k mRikn fu;kZr {ks=½ %
e-iz-jkT; m|ksx fodkl fuxe dks bl >ksu dh uksMy ,stsUlh fu;qDr dh tkdj blesa ekyok {ks= ds fdlkuksa dks izos'k fn;k x;k gS A

bl mRikn fu;kZr {ks= ds varxZr vkyw] yglqu vkSj I;kt vkfn Qlyksa dk p;u fd;k x;k gS A bu Qlyksa ds izlaLd`r [kk| mRikndksa ,oa fu;kZrdksa dh igpku dh tkdj mudks fpfgUr fd;k tkosxk ftlls fd mRikndksa ds lewg cus ,oa O;kikfjd ek=k dh iwfrZ ds fy;s d`f"k dh vuqcaf/kr Qly pØ ds vk/kkj dks 'kkfey fd;k tk lds A

orZeku esa 21 ns'kksa esa vkyw ,oa I;kt dk fu;kZr fd;k tk jgk gS A yglqu dk fu;kZr vHkh cpiu voLFkk esa gS vr% bu Qlyksa ds fo'o Lrj fu;kZr dh laHkkouk izcy gksxh A

ekyok {ks= dk d`f"k mRiknu fu;kZr {ks= esa p;u D;ksa

D;ksafd %&
1- ekyok {ks= dh d`f"k Hkwfe lajpuk dh fo'ks"krk gS fd {ks= esa de 'kDdj ,oa vf/kd MªkbZ esVj ds vkyw vkSj rqyukRed :i ls de rh[kh I;kt ,oa yglqu dh Qly mRikfnr gksrh gS A
2- {ks= esa mRikfnr vkyw ls vPNs iksVsVks fpIl curs gSa A
3- cM+h dyh dh yglqu dh iSnkokj vf/kd`r gS A
4- Qlysa ekSleh gS] vr% o"kZ i;ZUr cktkj esa miyC/krk cuk;s j[kus ds fy;s Hk.Mkj.k ,d fof'k"V izfØ;k gS A vkyw] I;kt ,oa yglqu ds Hk.Mkj.k gsrq vyx&vyx fof'k"V vko';drk,sa gS A ftlds fy;s ubZ rduhdh fodflr dh xbZ gS A

M~;wje ¼dfB;k ;k ekyoh½ xsg¡w dk mRiknu o`gn iSekus ij ysus dh dk;Z ;kstuk rS;kj dh tkosxh ftlls fd izpfyr xsg¡w dh iztkfr;k¡ tSls W.H. 147] yksd&1 vkfn tks fd tgk¡ ,d vksj vf/kd ikuh ysrh gS nwljh vksj jksxksa ds izfr lgu'khy gksrh tk jgh gS] dks vkus okys o"kksZa esa iw.kZ :i ls izfrLFkkfir fd;k tk lds A M~;wje xsg¡w 2 ls ysdj 4 ikuh ¼tSlh Hkh miyC/krk gks½ esa vk tkrs gSa vkSj budk cktkj ewY; xsg¡w dh iwjh iztkfr;ksa ls yxHkx 100 :- vf/kd izkIr gksrk gS egkuxjksa ,oa fons'kksa esa bldh cgqr vf/kd ekax gS D;ksafd bl xsg¡w esa foVkfeu A ,oa izksVhu vf/kd ik;k tkrk gS ftlls budk iks"k.k eku vf/kd gksrk gS lkFk gh czsM+] nfy;k vPNh xq.koRrk esa curs gSa A

M~;wje xsg¡w ds fu;kZr gsrq d`"kdksa dks lgdkjh lfefr ds ek/;e ls laxfBr dj M~;wje fu;kZr {ks= dks fpfUgr fd;s tkosaxs ,oa blesa Hkh tSfod [ksrh i)fr ls mRikfnr dfB;k xsg¡w ds {ks=ksa dks vyx ls fpfUgr fd;s tkosaxs A bl izdkj lEiw.kZ tkudkjh bUVjusV ij miyC/k djkbZ tkosxh ftlls fd fu;kZrd ,oa vk;krd lh/ks bu fdlkuksa rd igq¡p lds ,oa budksa mit dk vf/kdre ewY; izkIr gks ldsxk D;ksafd bl izfØ;k easa fcpkSfy;ksa dh Hkwfedk ugha jgsxh A

fu;kZr dh n`f"V ls ftu Qlyksa dj ekax cktkj esa gksxh mudk fu;kZr xq.koRrk vuq:i mRiknu djus gsrq d`"kdksa dks izsfjr fd;k tkosxkA