Author(s):

DJ Chaudhari and Narendra Singh

Abstract: Agricultural market information is essential for all the stakeholders in the system of marketing to take the appropriate decisions. In Navsari district of South Gujarat, fruits and vegetables were the major crops cultivated on large area. Wide fluctuation in prices of these commodities affect the decision making of different stakeholder in marketing process. Therefore the present investigation was under taken to study the awareness and utilization of agricultural market information by the farmers and traders in Navsari district for the horticultural crops. For present investigation primary data for the year 2018-19 was collected from 80 farmers and 40 traders from four major markets of Navsari district, which were selected randomly. Simple tabular analysis and ranking score method was adopted to arrive at conclusion. The result of study showed that in the study regions farmers were always aware about the prices of commodity that prevailed in reference market while traders always aware about the prices in other market and reference market. Neighbour/ relative was the major source of market information for farmer in village. Display board was the major source of market information in the market for the farmers and traders. On the basis of available market information the decision of farmers ‘where to sale?’ was ranked first while 92% traders take the decision related to sale price of the commodity.

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