No abstract

Fruit production has immense potential to boost farmer’s income in Uttarakhand hills. To increase producers’ share in consumer rupee, marketing of quality fruits is essential. A study was conducted in Kumaon hills of Uttarakhand to assess marketing behaviour of fruit growers and constraints in marketing the fruits produced. Results revealed that fruit growers in the Uttarakhand hills exhibited a medium level of overall marketing behaviour. Marketing behaviour was studied as a composite of planning, decision making based on criteria for making an action plan, execution strategy and reconsideration/ review of the action plan after marketing. Risk preference, quality orientation, training received and market information source utilization were found to be significantly related with marketing behaviour of which risk preference and quality orientation were reported as the predictors. High transportation cost, fluctuating market prices and inadequate storage facilities were reported as the major constraints in fruit marketing by the growers. Provision of cold chain, processing units, mega markets with export linkages, minimum support price for fruits, focused training for small and marginal farmers on marketing strategies and quality concerns were suggested by the fruit growers.