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
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.
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