Marketing Behaviour of Cashew Farmers

G Prabhakaran — 2023-11-14

Cashew nut marketing is not well-organized. The channel is composed of the producer, regional retailers, wholesalers, agents, and exporters. There are no specific merchants for raw cashew nuts because the trade is only permitted for three months out of the year. Frequently, wholesalers or middlemen who assist sales and offer information services stand between retailers and manufacturers. As a result, the involvement of middlemen in the marketing of nuts has significantly increased, which lowers the margin or earnings for cashew producers. The current study's goal was to determine the marketing strategies used by both new and experienced farmers in Tamil Nadu's Pudukkottai District. The study showed how the characteristics of cashew growers and their marketing strategies are related. The study was conducted in the Pudukkottai District. Two communities from each block were picked for the study's goal. In total, 120 people participated in the sample, and 60 farmers were selected from each block. Blocks in Gandharvakottai and Alangudi. Respectively, the old garden and the new garden. The great majority of respondents to the poll exhibited marketing behavior at a medium level. The fresh garden respondents had better marketing behavior than the more experienced garden respondents. Without adding any value, the nuts were being distributed to nearby retailers. The respondents said they hardly ever sold cashew nuts. Before marketing, the majority gave recommendations to their friends and relatives. Few gave extension officials any advice. Age, yearly income, decision-making approach, and progressiveness were found to be significant and determining elements in marketing behavior.

Maayan International Journal of Business and Management Studies

Marketing Behaviour of Cashew Farmers