1. International Journal of Marketing and OF MARKETING AND (IJMHRM),
INTERNATIONAL JOURNAL Human Resource Management HUMAN
ISSN 0976 – 6421 (Print), ISSN 0976 – 643X (Online), Volume 4, Issue 1, January - April (2013)
RESOURCE MANAGEMENT (IJMHRM)
ISSN 0976 – 6421 (Print)
ISSN 0976 – 643X (Online)
IJMHRM
Volume 4, Issue 1, January- April (2013), pp. 08-13
© IAEME: www.iaeme.com/ijmhrm.asp
©IAEME
Journal Impact Factor (2012): 1.5321 (Calculated by GISI)
www.jifactor.com
A CRITICAL STUDY ON ROAD SIDE MARKETING - A NEW AVENUE FOR
FARMERS IN SMALL VILLAGES
DR RAJESH UTTAM KANTHE
Associate Professor,
Bharati Vidyapeeth University, Institute Of Management .Sangli
drrajeshkanthe@gmail.com
ABSTRACT
India is identified as a farming nation and farming is the backbone of the country.
Majority of the farmers are marginal farmers and for them producing and selling the produce
at pea nuts for decades has been a regular activity. Their major concern is when selling
vegetables, the vegetables have to reach the users at the minimum possible time, otherwise it
becomes waste. The idea behind the paper is to figure out can the farmers themselves sell
their produces directly to the end consumers in local markets, in unregulated 'farmer markets',
or they have to only sell to intermediaries—agents . The market place is usually in close
proximity to the farmland and customers accessing the market live in and around locale.
Farmers selling vegetables directly to the customer amount to very small fraction by volume.
Farmers sell bulk of their produces to agents and auctioneers. The agents buy small quantities
of produces from farmers and transfer it to agent. This research paper made an attempt to
analyze the factors influencing the customers to purchase Vegetables and fruits on roads and
highways and to suggest better ways and means to retain the Customers.
Keywords: Western Maharashtra, Roads, Vegetables Farmers’ Consumers, Agent and
Supply
INTRODUCTION
The fruit and vegetable marketplace is taken to be the sale to consumers of fresh fruit
and fresh vegetables. The vegetables and fruits (seasonal) are the two main sectors of the
market. Fresh fruit includes products such as grapes, bananas, gava, chicoo, carrot, and citrus
fruits. and vegetables. The fruit and vegetable industry is highly decentralized in India.
8

2. International Journal of Marketing and Human Resource Management (IJMHRM),
ISSN 0976 – 6421 (Print), ISSN 0976 – 643X (Online), Volume 4, Issue 1, January - April (2013)
The diverse agro-climatic zones make it possible to grow almost all varieties of fresh fruits
and green vegetables in India. India is the second largest producer of fresh vegetables in the
world (ranks next to China) and accounts for about 15% of the world’s production of
vegetables .The major vegetable grown are brinjal, tomato, ladyfingure, pulses etc fruits
grown in the study area are banana, mango, citrus, guava, grapes, apple and papaya which
constituted nearly 80 per cent of the total fruit production in the study area. Vegetables has
the largest share of 31.7 per cent in total fruit and vegetable production, the growth can also
be amounted for an increase in the area under crops growing.
The auctioneers are people who enter into buying contract with farmers for whole or partial
quantity of the produce and sell the produce to an agent or a wholesaler. Auctioneers also
transfer the vegetables to wholesalers directly or through another agent. Wholesalers of
vegetables sell to retailers—both traditional and organized retailers, and to customers, who
buy in large quantity. Cart vendors, a type of traditional retailers, buy vegetables from
wholesalers or organized retailers, sell to customers in mobile carts and deliver to customers
at customer's doorsteps. Wholesale market is a vital link in vegetable supply chain.
Maharashtra is a highly industrialized state of India at the same time; agriculture continues to
be the main occupation of the state. Principal crops include rice, jowar, bajra, wheat, pulses,
turmeric, onions, cotton, sugarcane and several oil seeds including groundnut, sunflower and
soybean. The state has huge areas, under fruit cultivation of which mangoes, bananas, grapes,
and oranges are the main ones. Irrigation facilities are being extended so that agriculture
could be made less dependent upon rain water. The net irrigated area totals 33,500 square
kilometers.
This present study is an attempt to find out whether the road side marketing of vegetables and
fruits by farmers at their respective gate would bring a new avenue for the farmers in
maximization of profits and not going to middlemen for the sale of their produce at the pea
nuts amount.
REVIEW OF LITERATURE
The literature survey helped to understand and welcome the earlier studies carried out
in the field of agri-marketing and it endow with a wide framework of this work. A substantial
quantity of writings mutually at the overall and micro levels can be seen on the subject of
agri-marketing and its impacts on the end producers and users.
People come to the farmer's market to buy vegetables.1 Farmers can sell a lot of
vegetables as weekend bazaars and sabji mandis are becoming costlier. Farmers need to bring
enough vegetables on the road. This design of market place has to be developed in carefully
monitoring. If you want to sell your vegetables at a farmers market, look for a market that is
on the way ,road side and near farms where the vegetables are quite fresh and at low cost as
compare to vegetable markets.2 People today enjoy visiting farms and interacting with
farmers. Many farmers sell vegetables at a farmers market or a roadside stand. Some farmers
love to pick on their own vegetables. And check for freshness and also buys more quantity
than usual buying.3
It is seen that the area around the sale point is not attractive with no display to choose
from. Only quality and gradient item to give a customer a better view and make vegetables
look larger. Vegetables are kept on the ground giving natural essence. No signs for all crops
9

3. International Journal of Marketing and Human Resource Management (IJMHRM),
ISSN 0976 – 6421 (Print), ISSN 0976 – 643X (Online), Volume 4, Issue 1, January - April (2013)
with name and price.10 Customers also like to buy the vegetables natural and ready to pay the
farmers ask knowing that the farmers are charging less than the vegetable market.4
Marketing crops productively initiate with making sure that vegetables are fresh and healthy.5
No matter where you sell, consumers want high value. Subsequently, it is important to figure
out what is important to about selling farm produce. Farmers want their customers to pick
their own vegetables. 6
People like to stop at roadside stands to buy fresh vegetables. Roadside stands are
close to farms where these vegetables are grown. Farmers can sell their produce without
traveling far, and secondly farmers can make more money selling the crops directly than
giving it to middlemen. 11. For instance, fresh-picked, brinjals, ladyfingers, coconuts, bananas,
lemon, carrots, sweet corn, tomatoes, and pumpkins sell well.7 Consumers who stop at
roadside stands like to see multicolored plants, farms, animals, even fresh fruits. They also
like to see your crops growing. If you want to sell your crops at a roadside stand.8
Marketing of vegetable seeds plays an important role in agribusiness input industry. Its
development in broader perspective can bring about increase in agricultural income. Very
few studies have been attempted on vegetable seed marketing aspect in India
IMPORTANCE OF THE STUDY
For the study, the researcher has collected data from 50 farmers involved in this
unique activity to enhance their economics and around 200 respondents’ who purchase
Vegetables and fruits on roads and highways on sangli-kolhapur connecting road. For this
purpose stratified random sampling method was used to select the samples. The present study
highlights the extent of utilization of the farm produce by the selected sample respondents. It
also shed light on the common problems faced by the Respondents. The major features of the
sectors especially on farm produce marketing at farmers place, i.e. Near the farm or on the
gate of his farm on the road to Kolhapur is projected in order to utilize the services as per the
expectation of the patients (customer).
The collected data was analyzed through percentage and average method.
RESEARCH METHODOLOGY
The study is an observation in nature and primary data was considered for analysis.
The Data were collected using interview schedule and open discussion with the respondents.
The Respondents were selected by convenient sampling depending on availability. Study of
100 respondents. (FARMERS)
Sample size: on the highway of jaysingpur-hatkangale-kolhapurarea, the road is identified for
collecting data in such a way that 100 respondents were selected .At the first stage, the
respondents were divided into two categories first, those who are involved in cash crops
farming for more than 5 years and those who changed their occupation to farming related
activities within last 2 years.
Data Collection and Tools
A structural interview schedule has been used for collecting responses from the persons .The
collected data was tabulated and distribution tables were framed.
Percentage analysis was used for the analysis.
10

4. International Journal of Marketing and Human Resource Management (IJMHRM),
ISSN 0976 – 6421 (Print), ISSN 0976 – 643X (Online), Volume 4, Issue 1, January - April (2013)
ANALYSIS OF DATA
1. Farmers Involved In Marketing Activity
Sample No. of farmers Percentage
Big Farms(more than 5acers) 15 15 %
Small Farms(less than 5 acres) 85 85 %
The survey was carried to know how many farmers from the sample are big farmers and
small farmers involved in the producing of vegetables in their farm. It was revealed that
majority of the farmers involved in this activity were small Farmers Who Had below 5
Aceres of Land under Cultivation of Vegetables and Other Crops.
2. Primary Activity Of Selling Vegetables
Primary Activity Of Selling Vegetables No. of farmers Percentage
Yes 25 25 %
No 75 75%
Though Vegetables marketing by any channel is an important mode of economic activity for
the farmers in western Maharashtra. It was found that the only 25% of the farmers from the
sample are directly involved in selling of vegetables on road and not send it to middlemen.
3. Reasons for Road Marketing
Main Reason No. of farmers Percentage
Near To Farm 15 15%
Away From City 10 10%
Profit Is More 25 25%
Can Do Other Routine Things 20 20%
Middlemen Cheats 5 5%
Vegetables Decay Fast. 15 15%
Any Other Specify. 10 10%
Marketing of fruits on roads is a well known activity carried out by farmers but this activity
of selling their vegetables near the farm and on road is in very nascent stage.it was revealed
that farmers had different reasons for carrying out this activity. Near To Farm, Away From
City, Profit Is More, Can Do Other Routine Things, Middlemen Cheats, Vegetables Decay
Fast and other reasons too.
It was found from the survey that majority of farmers who were involved in this activity were
for the simple reason that they were getting maximum profit from this direct selling on road
and near to the farm. Secondly the farmers were found happy that the middle interference is
not there .and also vegetables do not decay early as it happens with the market and middle
plays had played an important in the fruit and vegetables market but with this model, it will
reduce the role of middle men and customer and farmer will be benefited at a large.
11

5. International Journal of Marketing and Human Resource Management (IJMHRM),
ISSN 0976 – 6421 (Print), ISSN 0976 – 643X (Online), Volume 4, Issue 1, January - April (2013)
4. Major Problems Faced
Major Problems Faced No. of farmers Percentage
Running Road 10 10 %
Few Customers Stop 25 25 %
Bargaining Is High 10 10 %
Marketing of spot 55 55 %
Selling vegetables on roads is a well known activity carried out by farmers since edges.
Farmers to face problems in selling the produce directly to consumers. But this activity of
selling their vegetables, it was found the majority of farmers felt that very few customers stop
on road to purchase vegetables and this was the major problem in selling the vegetables on
road .as these farmers open a point of sale near their farm, so very few customers stop on the
running road and purchase the produce. Only 10 %of farmers felt that customers bargained
on price. Whereas majority of farmers opined that they were inefficient in carrying out
marketing activities of their produce and the spot of sale where they sale their produce.
5. Professional Marketing
More Professionalism No. of farmers Percentage
Yes 75 75 %
No 15 % 15 %
Can’t Say 10 10 %
Finally it was revealed that majority of the farmers opined that they would continue to carry
out this business in future also and would do it more professionally and secondly would
consult people who are doing marketing specially fruits and vegetables marketing
successfully. Hence entering with more rigor.
FINDINGS
Though majority of the sample is involved in this marketing activity it was found that the
large section of the sample does it as secondary activity. This is again a setback to the overall
activity. Secondly this activity is carried on the running road which again has limitations, but
with effective advertising and promotions by farmers only, will lead to success. Farmers
receive payment from consumers without incurring transportation costs.
Farmers Can Develop Anew Business Model In Agrimarketing, Thus Crafting A New
Profit Making Avenue For Farmers In Small Villages.
12

6. International Journal of Marketing and Human Resource Management (IJMHRM),
ISSN 0976 – 6421 (Print), ISSN 0976 – 643X (Online), Volume 4, Issue 1, January - April (2013)
SUGGESSTIONS
1. Vegetable Farmers must have a marketing strategy. The key strategy issue to be addressed
is that vegetables, once harvested, will deteriorate and eventually perish. As a result, Farmers
need to plan a balance between the quantity of vegetables available for sale, the variety of
vegetables for sale, the location of their particular vegetables in the consumer market and the
marketing channel through which the produce will be marketed to consumers.
2. Small farmers must also determine which of the following channels or combination of
channels provide the best means for marketing their produce to directly consumers.
3 Road Side Farm entry sales - These farmers must harvest the produce, prepare the produce
for sale and in actual fact work on retail outlets on the farm for selling directly to the
consumer.
4. Farmers who market their produce on road side should ensure that they have knowledge
about sales to work with consumers. Road Side Farm gate sales also require proximity to
large population centers, good roads, a parking area, good signage and facilities to
accommodate customers.
REFERENCES AND NOTES +
1. USDA National Agricultural Statistics Service. The Census of Agriculture; Available
online: http://www.agcensus.usda.gov/ (accessed on 9 July 2009).
2. American Farmland Trust. Farming on the Edge Report. What’s happening to Our
Farmland? Available online: http://www.farmland.org/resources/fote/default.asp (accessed on
9 July 2009).
3. Conner, D.S.; Knudson, W.A.; Hamm, M.W.; Peterson, H.C. The food system as an
economic driver: strategies and applications for Michigan. J. Hunger Environ. Nutrition
2008, 3, 371-383.
4. Lobao, L. Locality and Inequality. Farm Structure and Socioeconomic Conditions; State
University of New York Press: Albany, NY, USA, 1990.
5. Welsh, R.; Lyson, T. Anti-Corporate Farming Laws, the ―Goldschmidt Hypothesis‖ and
Rural Community Welfare. In Proceedings of the Annual Meeting of the Rural Sociological
Society, Albuquerque, NM, USA, August 2001.
6. Lyson, T.A.; Welsh, R. Agricultural industrialization, anticorporate farming laws, and
rural community welfare. Environ. Plann. A 2005, 37, 1479-1491.
7. Kirschenmann, F.; Stevenson, S.; Buttel, F.; Lyson, T.; Duffy, M. Why worry about the
agriculture of the Middle? In Food and the Mid-Level Farm, Renewing an Agriculture of the
Middle; Lyson, T., Stevenson, G.W., Welsh, R., Eds.; MIT Press: Cambridge, MA, USA,
2008; Volume 2005, pp. 3-22.
8. Andreatta, S.; Wickliffe, W. Managing Farmer and Consumer Expectations: A Study of a
North Carolina Farmers Market. Hum. Organ. 2002, 61, 167-176.
9. Govindasamy, R.; Italia, J.; Adelaja, A. Farmers Markets: Consumer Trends, Preferences,
Characteristics. J. Ext. 2002, 40, 1. Sustainability 2009.
10. Dr. N. Mahesh and Dr. R. Ganapathi, “A Study on Determinants of Consumers’ Purchase
Behaviour towards Green Products” International Journal of Management (IJM), Volume 3, Issue 3,
2012, pp. 32 - 41, Published by IAEME
13