Lec-01 Agricultural Marketing

Agricultural Marketing, Trade &
Prices
Agricultural Marketing, Trade &
Prices
Topic: Agricultural Marketing: Concepts and

Definition, Scope and Subject matter
By: Prof. Vikesh Rami

Agricultural Marketing
• Marketing is a critical to better performance in agril. as farming
itself. Therefore market reform to bean integral part of any
policy for agril. development. A considerable progress has been
achieved in technological improvements in agril. by the used of
high yielding varieties and chemical fertilizer.
• Agricultural marketing was tilled recently not fully accepted as

a credential element in agril. development in India. It occupies a
fairly low place in agricultural development countries.
Concept & Definition
• The term agril marketing is composed of two words
agriculture & marketing.
• Agriculture means activities aimed at the use of natural

resources for human welfare i.e. all primary activities of
production.
• Marketing connects a series of activities involved in

moving the goods from the point of production to the
point of consumption. It includes all the activities involved
in the creation of time, place, form and possession utility.
Cont….
• Form utility is implanted to commodity through
processing.
• Time utility is added to commodity by the storage

function.
• Place utility creates through transportation services as

which when commodities are transferred from one person
to another person in marketing channel through buying
and selling activities, possession utility is imparted.
Objective, Scope & Subject Matter of Agril. Marketing
The objective of the field of marketing can be examined from
four angles viz. producers’ interest, consumers’ interest, traders
interest & government role.
• Farmers Interest: Farmers wants the marketing system to

purchase their produce without loss of time and provide
maximum share in the consumer’s rupee. They want to get input
at cheaper rate and get higher price for their products.
• Consumers Interest: Interest of consumers in a marketing system

that can provide food and other items in the quantity and of the
quality required by them at the lowest possible price.
Cont…
• Traders interest: They interested in marketing system which provides
them a steady and increasing income from the purchase and sale of
agricultural commodities. It is possible it they purchase at lower price
from farmers and sell at higher price.
• Government: Above all three groups are indispensable to society.

The Govt. has to act as watch dog to safeguard the interest of all the
groups associated in marketing. They always wish to bring over all
welfare to all the segments of society.
Agricultural Marketing concerned with the marketing of farm
products and of farm inputs and services required by them in the
production of farm product. Thus the subject of agril. marketing
includes product marketing as well as input marketing.
As marketable surplus of the crops and other agril. commodities
increased output marketing become more conspicuous. The market
orientation of farming has increased.
Cont…
• Farmers in the past used farm sector inputs as local seeds and
farm yard measure. Now a day the importance of farm inputs-
improved seeds, fertilizers, insecticides, implements and credit
in the production of farm products has increased. The new
agril. technology is input -responsive. Thus, the scopes of agril
marketing most include both product marketing and input
marketing.
• The subject matter of agril marketing has been dealt with both
from the theoretical and practical point of view. It covers what
the system is how it functions and how the given methods or
techniques may be modified to get the maximum benefits.
Definition:
Agril. Marketing is the study of all the activities, agencies and

policies involved in the procurement of farm inputs by the
farmers and the movement of agricultural products from the
farms to consumers.
Importance of Agril. Marketing
1. Optimization of resources use and output management:
An efficient marketing system can contribute to an increase in the
marketable surplus by scaling down the losses arising out of
inefficient processing, storage and transportation. A well designed
system of marketing can effectively distribute the available stock of
modern inputs, and thereby sustain a faster rate of growth in the
agricultural sector.
2. Increase in farm income:

An efficient marketing system ensures higher level of income for the
farmers by reducing the number of middlemen or by restricting the
commission on marketing services and malpractices adopted by
them. An efficient marketing system guarantees the farmers better
prices of farm products and induces then to invest their surplus in the
purchase of modern inputs to increase the production.
Cont…
3. Widening of markets:
• A well-knit marketing system widens the market for the
products by taking them to areas far away from the production
points. It helps in increasing the demand on a continuous basis,
and thereby guarantees a higher income to the producer.
4. Growth of Agro based Industries:

• An improved and efficient system of agricultural marketing
helps in the growth of agro-based industries and stimulates the
overall development of the economy.
Cont…
5. Price signals:
• An efficient system helps the farmers in planning their
production in accordance the needs of economy. This work is
carried out through price signals.
6. Adoption and spread of new technology:

• The marketing system helps the farmers in the adoption of new
scientific and technological knowledge.
Cont…
7. Employment:
• The marketing system provides employment to millions of
persons engaged in various activities, such as packaging,
transportation and processing. Persons like commission agents,
broker’s traders, retailers, weigh men, hamals and regular staff
are employed in the marketing.
8. Creation of utility:
• Marketing adds costs to the product, but the same time it adds
utilities to the product. Four types of utilities are created by
marketing.
Cont…
1. Form utility: The processing adds form utility to the product
by changing the raw material into a more useful finished form.
e.g. oil seeds are converted into oil, cotton into cloth.
2. Place utility: Transportation adds place utility to products by

shifting them to a place of need from the place of plenty.
3. Time utility: The storage function adds time utility to the

products by making them available at the time of when they are
needed.
4. Possession utility: The marketing function buying and selling

helps in the transfer of ownership from one person to another.
NEW EMERGING PROBLEMS OF AGRICULTURAL
MARKETING IN INDIA
(i) Increased in production levels and Market arrivals
(ii) Price Instability
(iii) Market Intelligence
(iv) Marketing of Agricultural Inputs
(v) Ancillary Facilities in the market
(vi) Finance for Market Development
(vii) Education of Farmers
(viii) Superfluous Middlemen
(ix) Inadequate Storage and Transportation Facilities
(x) Bulkiness and Perishability of the produce
THANK YOU

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Agricultural Marketing, Trade &

Topic: Agricultural Marketing: Concepts and

By: Prof. Vikesh Rami

• Agricultural marketing was tilled recently not fully accepted as

• Agriculture means activities aimed at the use of natural

• Marketing connects a series of activities involved in

• Time utility is added to commodity by the storage

• Place utility creates through transportation services as

• Farmers Interest: Farmers wants the marketing system to

• Consumers Interest: Interest of consumers in a marketing system

• Government: Above all three groups are indispensable to society.

Agril. Marketing is the study of all the activities, agencies and

2. Increase in farm income:

4. Growth of Agro based Industries:

6. Adoption and spread of new technology:

2. Place utility: Transportation adds place utility to products by

3. Time utility: The storage function adds time utility to the

4. Possession utility: The marketing function buying and selling

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