A Strategic Move for Vegetable Marketing and the Role of Farmers-cum- Marketers

Abstract

A country, whose majority of population depends on agriculture; definitely have the dream of development through farmers’ satisfaction. So, when farmers themselves are the merchants, the real meaning of nation’s development is proposed to be justified. In this context the research problem can be stated as “can the vegetable product marketing be efficient by a strategic move through farmers-cum-seller’s satisfaction”? The objectives of this study are toexplorethefactors of satisfaction of farmer-cummarketersand the relationshipsof these factors with farmers’ intention to continue the profession, consumers’ realization of their expected value, and with demographic variables. The study follows causative research design; where a structured questionnaire is used with stratified random sampling method. The sample size is 110. Major findings of this study refers that the vegetable marketing efficiency is justified through the significant impact of farmers’ satisfaction on their intention towards their profession and on the customers’ value realization. Originality of this research work is that farmer’s present knowledge relating to present economy has been successfully related to efficiency of the vegetable marketing