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Marketing Efficiency and Factors Influencing Farmers’ Choice of Marketing Channel in Kachai Lemon Value Chain: Evidence from Manipur

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  • Devi, Heikham Narmila
  • Sangma, A. Gino

Abstract

The marketing of agricultural commodities is inherently challenging due to their high perishability, making the selection of efficient marketing channels crucial for improving farm profitability and income. The study examined the marketing efficiency of kachai lemon (Citrus jambhiri) and identified the determinants influencing farmers’ choice of marketing channels. A multistage random sampling technique was employed to select 142 stakeholders comprising 120 farmers, 5 village traders, 2 processors, 5 retailers and 10 consumers and the data were collected using structured interview schedule. The findings revealed four marketing channels utilized by farmers in the study area, producer-consumer (11.67%), producer - wholesaler - retailer - consumer (10.00%), producer - processor - retailer - consumer (9.16%) and producer - local trader - retailer - consumer (69.17%). The findings indicated direct sale from producers to consumers constituted the most efficient as compared to others. The multinomial logit model (MNL) revealed that education level, farm size, farming experience and access to market information were the major factors significantly influencing farmers’ choice of marketing channel.

Suggested Citation

  • Devi, Heikham Narmila & Sangma, A. Gino, 2025. "Marketing Efficiency and Factors Influencing Farmers’ Choice of Marketing Channel in Kachai Lemon Value Chain: Evidence from Manipur," Indian Journal of Agricultural Marketing, Indian Society of Agricultural Marketing, vol. 39(3).
    • Handle: RePEc:ags:injagm:400099
    DOI: 10.22004/ag.econ.400099
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