Marketing Efficiency of Coconut value chain in East Godavari District of Andhra Pradesh

J. NEHRU NAIK; DR. G. NAGARAJA

Volume : VI, Issue : X, October - 2016

Marketing Efficiency of Coconut value chain in East Godavari District of Andhra Pradesh

J. Nehru Naik, Dr. G. Nagaraja

Abstract :

The study is examined the nature of the marketing channels, marketing costs, margins, price spread and producer’s share in the consumers’ price of coconut. The study is examined four mandals namely Amalapuram, Ambajepeta, Rajol and Kotapeta of East Godavri Distract of Andhra Pradesh. The study is based on Primary data, Simple Random Sampling Method was adopted for study. The primary data was collected from 400 coconut growers, 20 Pre–harvest contractors, 20 wholesalers, 20 Retailers. In this study shown that about 55 percent of the respondents sold coconuts in the non–husked form. The most common marketing channel identified was the ‘Coconut growers– pre–harvest contractor—Commission agents—wholesaler—retailer–consumer’. In this study indicate that the majority of coconut growers (36.25 per cent) prefer the sale to pre–harvest contractors. The marketing Efficiency Index of Channel III is great than of channel I & channel II. Marginal Efficiency of Channel III is greater than channel I.