Marketing scenario, price spread and marketing efficiency of ber (Zizyphus mauritiana L.) in Sonepat district of Haryana

Abstract

The present study was conducted with the aim of examining the marketing cost, marketing margin and price spread of ber in the Sonepat district of Haryana. A sample of thirty ber farmers was taken purposively from various villages in Kharkhoda block. On the basis of the nature of data, various statistical and economic tools were used for estimation of cost. Ber is one of the commercial fruit crop grown in the tropical and sub- tropical regions of India. The ber is commonly grown throughout India particularly in the state of Haryana, Punjab, Bihar, Rajasthan, Madhya Pradesh, Uttar Pradesh and Gujarat. Five marketing channels were noticed in sale of ber viz., channel I. Producer® Pre-harvest contractor® Commission agent® Wholesaler® Retailer® Consumer, Channel II. Producer ® Pre-harvest contractor ® Commission agent® Retailer® Consumer, Channel III. Producer ® Commission agent ® Wholesaler ® Retailer ® Consumer, Channel IV. Producer ® Commission agent ® Retailer ® Consumer, Channel V. Producer ®Consumer. A comparison of price spread through different marketing channels has revealed that producers’ share in consumers’ rupee was the highest (about 94.58%) in channel-V, due to self-sale in the local market. The marketing efficiency has been found to be highest in channel-V. The producer got maximum benefits in channel-V, therefore this channel should be followed to make producer highest beneficiary; although this channel has its own limitations.