IDEAS home Printed from https://ideas.repec.org/a/ags/ajaees/368232.html
   My bibliography  Save this article

Determinants of Marketing Channel Choices among Paddy Farmers in Andhra Pradesh, India: Insights into Electronic Negotiable Warehouse Receipts (e-NWRs)

Author

Listed:
  • Sharon, M. Mary
  • Suseela, K.
  • Shalendra
  • Rao, M. Srinivasa
  • Ramesh, D.

Abstract

Warehouses are specialized storage facilities designed for scientific preservation, while receipt systems integrate credit with marketing to enhance marketing efficiency. Warehousing in India gained importance with the 1928 Royal Commission on Agriculture. Despite various interventions from the government, farmers struggle to access remunerative prices due to their reliance on traditional marketing channels. Understanding the key factors influencing farmers' choice between traditional and warehouse-based marketing is crucial for designing effective policies that enhance market participation. Electronic Negotiable Warehouse Receipts (e-NWRs) play a crucial role in improving market access and financial security for farmers. This study examined the factors affecting marketing channel choices among paddy farmers in Andhra Pradesh. A multistage sampling technique was used to select 240 farmers from Guntur and Krishna districts, including both e-NWR adopters and non-adopters. Logistic regression analysis was employed to determine key factors affecting the adoption of e-NWR. The results revealed that the education level of farmers, farm size, access to market information, and access to training significantly influenced warehouse market channel choice. Conversely, the age of the farmer and the distance to warehouses had a negative influence on the adoption of e-NWR. The findings emphasized the need for improved infrastructure, financial literacy, improved access to market information & training and awareness programs to promote e-NWR adoption and enhance farmers' market engagement. The study concluded that education, farm size, income, market information, and training encouraged adoption, while age and distance to warehouses posed challenges. Farmers with higher levels of education, larger farm sizes, and better access to market information and training were more likely to participate in warehouse-based markets. It was recommended that warehouse management should strengthen the market information systems and develop government-backed digital platforms to provide real-time price updates and establish training programs to enhance farmers’ market awareness. Improving farm-to-market infrastructure and accessibility and promoting decentralized mini-warehouses closer to farming communities to enhance the adoption of e-NWR.

Suggested Citation

  • Sharon, M. Mary & Suseela, K. & Shalendra & Rao, M. Srinivasa & Ramesh, D., 2025. "Determinants of Marketing Channel Choices among Paddy Farmers in Andhra Pradesh, India: Insights into Electronic Negotiable Warehouse Receipts (e-NWRs)," Asian Journal of Agricultural Extension, Economics & Sociology, Asian Journal of Agricultural Extension, Economics & Sociology, vol. 43(4), pages 1-6.
    • Handle: RePEc:ags:ajaees:368232
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/368232/files/Sharon4342025AJAEES132826.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mgale, Yohana James & Yunxian, Yan, 2020. "Marketing efficiency and determinants of marketing channel choice by rice farmers in rural Tanzania: Evidence from Mbeya region, Tanzania," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 64(04), January.
    2. Nawab Khan & Ram L. Ray & Ghulam Raza Sargani & Muhammad Ihtisham & Muhammad Khayyam & Sohaib Ismail, 2021. "Current Progress and Future Prospects of Agriculture Technology: Gateway to Sustainable Agriculture," Sustainability, MDPI, vol. 13(9), pages 1-31, April.
    3. Chandra Sekhara Rao Nuthalapati & Yogesh Bhatt & Susanto K Beero, 2020. "Is the Electronic Market the Way Forward to Overcome Market Failures?," IEG Working Papers 387, Institute of Economic Growth.
    4. Sharon, M. Mary & Kumar, K. Nirmal Ravi, 2023. "Performance of Agri-warehousing in India," Asian Journal of Agricultural Extension, Economics & Sociology, Asian Journal of Agricultural Extension, Economics & Sociology, vol. 41(2), pages 1-7.
    5. Shalendra & Jairath, M.S. & Haque, E. & Anu, Peter V., 2016. "Issues Limiting the Progress in Negotiable Warehouse Receipt (NWR) Financing in India," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 29(01).
    6. Ma, Wanglin & Rahut, Dil Bahadur & Sonobe, Tetsushi & Gong, Binlei, 2024. "Linking farmers to markets: Barriers, solutions, and policy options," Economic Analysis and Policy, Elsevier, vol. 82(C), pages 1102-1112.
    7. Yohana James Mgale & Yan Yunxian, 2020. "Marketing efficiency and determinants of marketing channel choice by rice farmers in rural Tanzania: Evidence from Mbeya region, Tanzania," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 64(4), pages 1239-1259, October.
    8. Cariappa, A.G. Adeeth & Sinha, Manjisha, . "Choice of paddy marketing channel and its impact: evidence from Indian farm households," Agricultural Economics Research Review, Agricultural Economics Research Association (India), vol. 33(2).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pankaj Thakur & Piyush Mehta & Amit Guleria & Divyanshu & Pardeep Singh & Prashant Sharma & Rahul Kumar Tiwari & Milan Kumar Lal & Ravinder Kumar, 2025. "Determinants of farmers’ choice for agricultural output marketing channels of tomato (Solanum lycopersicum): an empirical evidence from north-western Himalayan region," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 27(5), pages 10497-10521, May.
    2. Jiping Wang & Jun He, 2024. "Livelihood resilience in context of crop booms: insights from Southwest China," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 41(4), pages 1755-1772, December.
    3. Edet, Glory Emmanul & Akpan, Sunday Brownson & Patrick, Ini-mfon Vincent, 2024. "Marketing channel choice and its determinants among small-scale oil palm fruit farmers in Akwa Ibom State, the southern region of Nigeria," Asian Journal of Agriculture and Rural Development, Asian Economic and Social Society (AESS), vol. 14(02).
    4. Aneteneh Ashebir & Tibebu Legesse & Girma Gezimu Gebre & Teshome Kassahun, 2025. "Smallholders’ market outlet choice decision: the case of bamboo producer farmers in Sidama Regional State, Ethiopia," Journal of Innovation and Entrepreneurship, Springer, vol. 14(1), pages 1-18, December.
    5. Verschoor, Aart-Jan & Gandidzanwa, Colleta & Newby, Terence & Collett, Anneliza & Venter, Sonja, 2023. "Proposing a farm assessment toolkit: evaluating a South African land reform case study," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 62(3-4), December.
    6. Lee, Jaebeom & Kim, Jongyun, 2024. "Modification of Hilhorst model for saturated extract electrical conductivity estimation of coir using frequency domain reflectometry sensors – A laboratory study," Agricultural Water Management, Elsevier, vol. 297(C).
    7. Yuyang Li & Jiahui Li & Xinjie Li & Qian Lu, 2024. "Does Participation in Digital Supply and Marketing Promote Smallholder Farmers’ Adoption of Green Agricultural Production Technologies?," Land, MDPI, vol. 14(1), pages 1-24, December.
    8. Zhang, Shemei & Ma, Jiliang & Zhang, Liu & Sun, Zhanli & Zhao, Zhijun & Khan, Nawab, 2022. "Does adoption of honeybee pollination promote the economic value of kiwifruit farmers? Evidence from China," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 19(14), pages 1-14.
    9. Amanda Balasooriya & Darshana Sedera, 2025. "Top Management Challenges in Using Artificial Intelligence for Sustainable Development Goals: An Exploratory Case Study of an Australian Agribusiness," Sustainability, MDPI, vol. 17(15), pages 1-19, July.
    10. Dorijan Radočaj & Ante Šiljeg & Rajko Marinović & Mladen Jurišić, 2023. "State of Major Vegetation Indices in Precision Agriculture Studies Indexed in Web of Science: A Review," Agriculture, MDPI, vol. 13(3), pages 1-16, March.
    11. Saparova, Gulkaiyr & Khan, Ghulam Dastgir & Joshi, Niraj Prakash, 2024. "Linking farmers to markets: Assessing small-scale farmers' preferences for an official phytosanitary regime in the Kyrgyz Republic," Economic Analysis and Policy, Elsevier, vol. 81(C), pages 696-708.
    12. Yun-Cih Chang & Min-Fang Wei & Yir-Hueih Luh, 2021. "Choice of Modern Food Distribution Channels and Its Welfare Effects: Empirical Evidence from Taiwan," Agriculture, MDPI, vol. 11(6), pages 1-13, May.
    13. Morgan Alamandi, 2025. "Sustainable Innovation Management: Balancing Economic Growth and Environmental Responsibility," Sustainability, MDPI, vol. 17(10), pages 1-31, May.
    14. Puppala, Harish & Peddinti, Pranav R.T. & Tamvada, Jagannadha Pawan & Ahuja, Jaya & Kim, Byungmin, 2023. "Barriers to the adoption of new technologies in rural areas: The case of unmanned aerial vehicles for precision agriculture in India," Technology in Society, Elsevier, vol. 74(C).
    15. Mike J. Maketho, 2025. "Building Resilient Urban Food Systems Through Informal Food Markets In Zimbabwe," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 2597-2612, September.
    16. Magesa, Mawazo Mwita & Mkasanga, Noah Nasson, 2021. "Smallholder farmers’ willingness to pay for access to agricultural market information in Tanzania," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 60(4), October.
    17. Eunice Adu Donkor & Elena Garnevska & Muhammad Imran Siddique & Emmanuel Donkor, 2021. "Determinants of Rice Farmer Participation in the Direct Marketing Channel in Ghana," Sustainability, MDPI, vol. 13(9), pages 1-14, April.
    18. Patel, Shubham Singh & Bains, Aarti & Sridhar, Kandi & Kaushik, Ravinder & Chawla, Prince & Sharma, Minaxi & Tiwari, Brijesh K. & Gupta, Vijai Kumar, 2025. "Approaches and challenges for a sustainable low-carbon mushroom industry," Renewable and Sustainable Energy Reviews, Elsevier, vol. 212(C).
    19. Normaisharah Mamat & Mohd Fauzi Othman & Rawad Abdoulghafor & Samir Brahim Belhaouari & Normahira Mamat & Shamsul Faisal Mohd Hussein, 2022. "Advanced Technology in Agriculture Industry by Implementing Image Annotation Technique and Deep Learning Approach: A Review," Agriculture, MDPI, vol. 12(7), pages 1-35, July.
    20. Cariappa, A. G. Adeeth & Sendhil, R, 2021. "Does Institutional Credit Induce on-Farm Investments? Evidence from India," 2021 Conference, August 17-31, 2021, Virtual 315221, International Association of Agricultural Economists.

    More about this item

    Keywords

    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:ajaees:368232. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://journalajaees.com/index.php/AJAEES/index .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.