Factors Affecting Marketing Channel Choice in Agribusiness: A Selective Review of Literature

Anuradha Attree , Dr. A V Nageswara Rao

International Research journal of Management Science and Technology

ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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FACTORS AFFECTING MARKETING CHANNEL CHOICE IN AGRIBUSINESS: A SELECTIVE REVIEW OF LITERATURE

2 Author(s): ANURADHA ATTREE , DR. A V NAGESWARA RAO

Vol - 10, Issue- 3 , Page(s) : 46 - 58 (2019 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Agriculture still remains the main source of sustenance of livelihood of many people and there is potential for substantial upgradation in socio-economic status of farmers as transition in agriculture is accompanied by globalization of market, adoption of new technology and expansion of government policies designed to support agriculture. Despite of all these developmental factors that could potentially add on to agricultural growth, farmers are not able to get expected result due to various marketing constraints. These marketing constraints are observed in terms of factors determining choice of market channels by the farmers to sell their produce. These factors may be categorized as institutional, technical and personal. Present study focuses on a review of recent literature that covers influencing choice of market channels by agricultural farmers.

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