Author(s):

A Rajkala, R Jansirani and R Arunachalam

Abstract: Marketing of Cashew nut is not properly organized. The channel consists of the producer, village merchant, wholesalers or agents and exporters. Since it is an activity restricted to only three months in a year, there are no exclusive traders for raw cashew nuts. Often there are intermediaries or wholesalers between the traders and manufactures who provide the services of information and make the deal. This has resulted in middleman playing an important role in the marketing of nuts thereby reducing the margin or dividends for the cashew farmers. The present study was aimed to find the marketing behaviour of cashew farmers of Ariyalur District, Tamil Nadu. The study reflected the relationship of characteristics of the cashew farmers with their marketing behaviour. The study was conducted in three block of Andimadam, Sendurai and Jayankondam of Ariyalur district. Two villages from each block were selected for study purpose. The total sample size was 180 respondents comprises of 60 farmers were selected in each block. Majority of the respondents had medium level of marketing behaviour. Without value addition, the nuts were being sold as raw in after harvest in village itself to the local traders. Cashew nuts were sold by majority of the respondents whenever there was fair price for nuts based on demand of the produce in the market. Majority of the farmers were transported the cashew through tempo van and so transport cost was low. Majority for the cashew growers were discuused with neighbours, friends and relatives. The age, experience in cashew cultivation, and perceived effectiveness of training were found to have positive and significant contribution with dependent variable marketing behaviour of Cashewnut farmers at 1 per cent of probability. Educational status, family type, social participation and extension linkage were found to have positive and significant contribution with dependent variable marketing behaviour of Cashewnut farmers at 5 per cent of probability.

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