CUSTOMER PERCEPTION ABOUT ULAVARSANDAI IN SALEM

Author (s) : Dr.V.Sivakumar, Dr.V.BALACHANDRAN

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Abstract :
In the wake of removing middleman from agricultural marketing in India and to eliminate the inefficiencies and malpractices, direct marketing of selling agricultural produce is seen progressing. Removing the middleman between the farmer and customer is a long felt need for the country as it would enable a farmer to gain maximum possible share a consumer spends on purchasing the agricultural produce. On the other hand it would deliver the produce at cheap and affordable price to consumers. So direct marketing is an economic way to satisfy both the farmer and customer. In these conditions the first farmers market namely Apni Mandi or Kisan Mandi was started in Chandigarh, Punjab in 1987, later on at Karnal, Haryana in 1988 and 1999 in Tamil Nadu, when the first Uzhavar Santhai of the state Tamil Nadu was inaugurated on 14th November 1999 at Madurai. Uzhavar Santhai locally or commonly called as Farmers’ Market is one such example which has achieved success in most parts of India through an efficient marketing system of direct sale of fresh fruits and vegetables. In the present paper a survey has been done on the determinants of customer perception with respect to four Uzhavar Santhai’s in Salem district of Tamil Nadu India. The investigator has modeled the factors which determine the customer perception towards these markets.

Keywords : Inefficiencies and malpractices, Farmer and customer, Agricultural produce, Farmers’ Market.

Conference Date : 13/11/2020

Pages : 219

Paper ID : 20219