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Efficiency of Marketing Channels for Mango in Mahabubnagar District of Andhra Pradesh


  • Gopi Muralidhar
  • P Radhika
  • Seema
  • M H V Bhave


India is a country with varied agroclimatic conditions which enable the cultivation of different crops. India stands amongst the top producers of fruits, and mango is produced in abundance in India. Lack of suitable marketing avenues and channels decreases the margin for the growers. This study was undertaken to know the existing marketing channels and the problems associated with these marketing channels in the Mahabubnagar district of Andhra Pradesh. The study revealed four marketing channels used by farmers, of which the pre-harvest contractor was the most prevalent, because it involved low risk. The intermediaries in various channels faced many problems, of which, high transportation charges, high commission agent charges and syndicating of the wholesalers are the major ones.

Suggested Citation

  • Gopi Muralidhar & P Radhika & Seema & M H V Bhave, 2012. "Efficiency of Marketing Channels for Mango in Mahabubnagar District of Andhra Pradesh," The IUP Journal of Management Research, IUP Publications, vol. 0(2), pages 30-49, April.
  • Handle: RePEc:icf:icfjmr:v:xi:y:2012:i:2:p:30-49

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