Marketing of basmati rice in Jammu district of J&K state: an economic analysis of marketing channels and their efficiency

Abstract

An investigation entitled “Marketing of Basmati Rice in Jammu district of J&K State: An Economic Analysis of Marketing Channels and their Efficiency” was conducted in Basmati grown two different development blocks of Jammu district (R. S. Pura and Bishnah) during the agricultural year 2011-12. Four villages from each block, 10 farmers from each village were selected randomly, so as to constitute a ultimate sample size of 80 farm households. Primary data were collected by the survey method by interviewing the Basmati rice growers as well as different market functionaries involved through an especially structured and pre-tested schedule. In the study, the three types of marketing channels were identified to be followed by the Basmati rice growers, the first one was the ‘Producer – village trader – rice miller – consumer’ which was named as Channel-I, the second channel was identified as ‘Producer – rice miller – consumer’ and it was named as Channel-II, whereas the third one was the ‘Producer – Consumer’ and named as Channel-III. The marketing efficiency was found to be highest in case of Channel-III (1.52) followed by Channel-II (0.74) and Channel-I (0.66).