Efficiency of The Marketing System for Selected Horticultural Products in West Bengal

Abstract

The horticultural industry is one of the leading industries in the international market after globalization. This paper offers a overview of horticultural product marketing with special focus on India and tries to measure the marketing efficiency of different horticultural products, like fruits, vegetables, and flowers in West Bengal, an Indian state. This study has used primary data that has been collected from the district of North Twenty-Four Parganas in West Bengal, India. It has conducted a multivariate regression analysis to investigate the determinants of marketing efficiency of horticulture products. It has considered marketing channels as a prime determinant of marketing efficiency and the results of the study also confirms this in the sense that as the number of middlemen in marketing channel increases, marketing efficiency decreases. The findings suggest that the marketing efficiency of the fruit traders is higher than flowers and vegetables sellers for the presence of less middlemen.