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Journal of Pharmacognosy and Phytochemistry

Journal of Pharmacognosy and Phytochemistry

Vol. 9, Special Issue 6 (2020)

Role of market intelligence in agricultural marketing


Shailza, Anju Yadav and Sarla Meena

In agriculture rich countries like India, agriculture plays critical role in meeting out the food and nutritional needs of society along with the raw material requirement of agro processing industries. But the volatility in prices of agricultural commodities has been remained the matter of serious concern for both farmers as well as traders. The high post harvest losses, high market arrivals and low prices led to decrease the producer’s share in consumer’s rupee. The study outlines the role of market intelligence in marketing of agricultural commodities. Market intelligence is type of market information which helps the society to become aware about the future movement of prices based upon the past and present trends. The study recommends that market intelligence in agri-business should focus on establishing efficient marketing and agro-processing linkages between farmers/farmer producer groups, markets and processors which would make agriculture a more viable proposition. The step would not only help in generating better returns but also help in reducing the losses, generating employment and ensuring the price guarantee. It would serve as the source of commercialization for farmers who are doing subsistence farming only.

Pages: 131-134  |  5625 Views  4739 Downloads

How to cite this article:
Shailza, Anju Yadav and Sarla Meena. Role of market intelligence in agricultural marketing. J Pharmacogn Phytochem 2020;9(6S):131-134.

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