Abstract
Marketing of most products has today become a professional function drawing from a fast developing academic discipline. With the entry of the private corporate sector, agricultural marketing in India, traditionally a part of culture, is beginning to gain a professional character that brings it closer to high-paying consumers and incorporates the advances in information and other technologies that impact on the marketing process.
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Notes
- 1.
Investigation for collecting primary information is conducted by the Agro-Economic Research Centres (AERCs) in the Himachal Pradesh University, Shimla; Jawaharlal Nehru Krishi Vishwa Vidyalaya, Jabalpur, Madhya Pradesh; and Gokhale Institute of Politics and Economics, Pune, Maharashtra.
- 2.
More is a pan-India retail chain owned by Aditya Birla Groups, Star Bazaar is a unit of Trent Hypermarket Ltd. owned by the Tata Group and Big Bazaar is possibly the largest hypermarket chain started by Kishore Biyani and owned by the Future Group.
- 3.
Our field reports suggest that the margin at the terminal level (mall) is between 10 % and 20 % in the outlets, but products can be also sold at a loss or under a ‘reduce to clear’ code depending on demand and product quality at the time of sale. The DFPCL does not have its own sales outlets.
- 4.
Our investigation found that marketing of soya bean stops at the door of the processor. No retailer in the area was found to sell soya bean grain to the consumer. Most of the grain was converted into soya oil and soya cake. Soya biscuits, flour, nuggets, sauce, paneer and soya milk and other processed products that reached the consumers. Thus, the processer was treated as the final consumer of soya bean grain in the study.
- 5.
The Government of Madhya Pradesh gave permission to ITC for purchasing soya from growers in 2004.
- 6.
Note that the terminal price is the ‘mall’ price and the price magnification could be higher in the emerging channel if the actual consumer price were taken.
- 7.
Many other factors could be responsible for the gain.
- 8.
In Madhya Pradesh, disposal in both channels is completed in the fifth month after harvest, but while in the traditional channel sales begin immediately after harvest, farmers selling in the CMI channel have to wait for at least a month for drying the moisture in the crop. As a result, 12 % of the product is sold in the first month and 79 % over the first 3 months in the traditional channel, but in the CMI channel, a little over half of the product is sold over the second, third and fourth months and another 13 % in the fifth month.
- 9.
In the reference year, 24 % of the onion produced is marketed when the going price is Rs. 580 per quintal and 13 % when the price is Rs. 1,450 over a period of 6 months (May to October).
- 10.
Transporting apples from farm to roadhead is a challenging task in the state, accomplished by various means, and often draught animals like ponies and mules are used for the purpose. The remaining journey is undertaken by road in trucks, and the time taken for the whole transit can be as much as 30 hours.
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Ghosh, N. (2013). Selling to Corporate Marketing Intermediaries. In: India’s Agricultural Marketing. India Studies in Business and Economics. Springer, New Delhi. https://doi.org/10.1007/978-81-322-1572-1_8
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DOI: https://doi.org/10.1007/978-81-322-1572-1_8
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