Market imperfection and the consequent loss in marketing efficiency are more pronounced in markets for perishable commodities which require quick transportation and better storage facilities, involving large number of intermediaries who take away high margins from the price paid by consumers. Paddy has a pride not only for its diverse uses but also for its special preference by consumers - rich and poor, while it is also subjected to the above stated production and marketing problems. Hence, the present study makes an attempt to analyse the production and marketing of paddy in Cuddalore District.

KEYWORDS: marketing, farmers, efficiency, agriculture, consumers