August 22, 2025Open Access

Marketing performance and factors influencing farmers’ choice for agricultural output marketing channels: The case of potato (Solanum tuberosum) in India

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Analysis evaluates marketing channels for potato farmers in Himachal Pradesh, suggesting infrastructure improvements are needed.

Channel IV emerged as the most efficient marketing channel, providing a producer share of 84.07% and lower marketing costs.
The study analyzed data from 150 farmers and 20 intermediaries using a cost–margin analysis and the multinomial logit model.
Farmers' choices of marketing channels were influenced by factors like farming experience, marketable surplus, and distance to markets.
Enhancing rural infrastructure and providing timely payments may support income growth for potato farmers in hilly regions.

Jasmeet Kaur (2025) studied this question.

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