stdClass Object
(
    [id] => 17216
    [paper_index] => 202507-06-023516
    [title] => ECONOMIC ANALYSIS OF CAULIFLOWER MARKETING IN CHANDRAKONA-2 BLOCK OF PASCHIM MEDINIPUR DISTRICT (WEST BENGAL)
    [description] => 
    [author] => Dr.Samir Show
    [googlescholar] => 
    [doi] => 
    [year] => 2025
    [month] => July
    [volume] => 12
    [issue] => 7
    [file] => fm/jpanel/upload/2025/August/202507-06-023516.pdf
    [abstract] => Packing, transportation, and loading/unloading are the three largest components of the total marketing cost, together accounting for approximately 72% to 74% across all farm categories. These expenses represent the most significant share of marketing operations, indicating the areas where efficiency improvements could yield cost savings. Loading and Unloading Charges are also significant, accounting for approximately 23% of the total cost across all farm categories. These costs are relatively stable and highlight the labor-intensive nature of this stage in the marketing process. Weighing Cost, though smaller in absolute terms, varies with farm size. It is highest in marginal farms. Packing Cost includes the expense of materials such as gunny bags, plastic crates, or bamboo baskets used for transporting the produce. It remains consistently high across all farm sizes, ranging from ₹6.12 to ₹6.65 per quintal, which constitutes around 24% to 25% of the total marketing cost. Overall, total marketing cost per quintal is highest in marginal farms (₹26.78 per quintal), followed by small farms (₹25.94) and medium farms (₹24.93). This trend clearly indicates that larger farms benefit from economies of scale, leading to a reduction in per-unit marketing expenses.
In Channel-1 (Direct Marketing), farmers sell cauliflower directly to consumers, bypassing all intermediaries. This channel yields the highest benefit for producers, with a net additional income of Rs. 58 per quintal, after incurring a marketing cost of Rs. 25 per quintal. The consumer purchase price in this channel is Rs. 988 per quintal and the producer's share in the consumer’s rupee is the highest at 97.46%
In Channel-2, local petty traders or itinerant retailers purchase cauliflower directly from farmers at the farm gate and sell it in the local market. These traders perform both procurement and retail functions, earning a substantial net margin of Rs. 104 per quintal, while incurring Rs. 66 per quintal in marketing costs. The consumer purchase price increases to Rs. 1075 per quintal and the producer's share drops to 84.18%
In Channel-3, the supply chain becomes more complex, involving multiple intermediaries: commission agents, wholesalers, and retailers. Farmers sell cauliflower at Rs. 942 per quintal, incurring a minimal cost of Rs. 11, and earn a modest margin of Rs. 26 per quintal. The product then passes through a commission agent (net margin: Rs. 42), a wholesaler (net margin: Rs. 26), and a retailer (net margin: Rs. 52), with each adding their own marketing cost (Rs. 66, Rs. 72, and Rs. 30 respectively). Consequently, the final retail price paid by consumers rises to Rs. 1230 per quintal. In this channel, the producer’s share declines sharply to 75.68%,

    [keywords] => Commission Agent, Wholesalers, And Retailers Marginal Farms, Marketing Cost
    [doj] => 2025-08-01
    [hit] => 
    [status] => 
    [award_status] => P
    [orderr] => 73
    [journal_id] => 6
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Environmental Economics, Commerce and Educational Management 
    [short_code] => IJCM
    [eissn] => 2348-814X
    [pissn] => 
    [home_page_wrapper] => images/products_image/6.ECEM.png
)
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