What question did this study set out to answer?

This research aims to understand the factors affecting vegetable farmers' choices of marketing channels in Eastern India.

December 8, 2025Journal of Agribusiness in Developing and Emerging Economies

Understanding factors influencing vegetable farmers’ choice of marketing channels in India

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This research aims to understand the factors affecting vegetable farmers' choices of marketing channels in Eastern India.
Multi-stage stratified random sampling of 300 vegetable growers
Data collection on household, yield, transportation, and market parameters
Analysis using multinomial logit regression
Identified three main marketing channels: Producer-Consumer (66%), Producer-Mandi-Retailer-Consumer (23%), and Producer-Commission Agent-Wholesaler/Retailer-Consumer (11%)
Price satisfaction is the most significant factor for market selection
Other influential factors include age, off-farm income, access to storage facilities, and availability of market information

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Implication

The study finds that market-oriented strategies impact vegetable farmers' choices of marketing channels, suggesting policy improvements may enhance smallholder agriculture.

Cite This Study

Bhunia et al. (2025) studied this question.

synapsesocial.com/papers/693624ad4fa91c937236c55e https://doi.org/10.1108/jadee-09-2024-0283

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Implication

The study finds that market-oriented strategies impact vegetable farmers' choices of marketing channels, suggesting policy improvements may enhance smallholder agriculture.

Understanding factors influencing vegetable farmers’ choice of marketing channels in India

Key Points

Discussion

Implication

Cite This Study

Understanding factors influencing vegetable farmers’ choice of marketing channels in India

Key Points

Discussion

Implication

Cite This Study