Marketing of Grapes in Tamil Nadu: A Case Study of Coimbatore District

The IUP Journal of Marketing Management, Vol. X, No. 3, August 2011, pp. 72-82

Posted: 23 Jun 2012

See all articles by G. Suresh

G. Suresh

CMS College of Science and Commerce

S. Krishna Murthy

CPA College

Date Written: August 2011

Abstract

Many Indian policy makers and trade analysts today realize that the horticulture development has increased employment and foreign exchange earning for the country. In terms of horticulture crop production, India is considered the most important country of the world. Grapes are widely cultivated in India because of the prevalence of congenial agro climatic conditions. In India, Tamil Nadu is one of the most important states in terms of grape production after the states of Maharashtra and Karnataka. In Tamil Nadu, grape is cultivated nearly in 2,600 ha (FAO Statistics, 2009) with an output of 91,000 tons, and has achieved the highest grape productivity among other grapeproducing states of India. The review of various studies shows that earning potential in grapes cultivation is high. But growers are not interested in cultivating grapes as they face a large number of marketing problems. In order to understand and analyze these problems, this study examines the marketing practices of grapes growers, marketing cost, margin, price spread and marketing efficiency of grapes in Tamil Nadu.

Suggested Citation

Suresh, G. and Murthy, S. Krishna, Marketing of Grapes in Tamil Nadu: A Case Study of Coimbatore District (August 2011). The IUP Journal of Marketing Management, Vol. X, No. 3, August 2011, pp. 72-82, Available at SSRN: https://ssrn.com/abstract=2089407

G. Suresh (Contact Author)

CMS College of Science and Commerce ( email )

Chinnavedampatti
Coimbatore, 641006
India

S. Krishna Murthy

CPA College ( email )

Pankajam Nagar
Bodinayakkanur, Tamil Nadu 625513
India

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