Author(s): Harshil Chaudhary, GR Patel and AR Deshpande

Abstract: Marketing behaviour for farmers refers to the actions, decisions, and strategies they employ in the promotion, sale and distribution of their agricultural products. This behaviour encompasses a range of activities including identifying target markets, pricing products, selecting distribution channels, promoting goods and managing customer relationships. Keeping in the view the present investigation carried out to find marketing behaviour of the mango growers. Multistage random sampling technique was followed for selection of the mango growers. Four talukas of Kachchh districts were selected purposively. From each selected taluka, five mango producing villages and from each village twelve mango growers were selected randomly. Thus, total 240 mango growers were selected as sample size. The data were collected through personal interview and then after it is compiled, tabulated and analysed to get proper answer with the help of various appropriate statistical tools. The result shows that Slightly more than three-fifths (62.92%) of the mango growers had medium level of overall marketing behaviour, followed by 20.42 percent and 16.67 percent of them had high and low level of overall marketing behaviour, respectively.

Pages: 225-229 | Views: 18 | Downloads: 2

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