The present study was carried out purposively in Kadapa district of Andhra Pradesh during the year 2020-21 as it is having the maximum area under turmeric cultivation. The main objective of the study was to analyze the marketing behavior of turmeric farmers. The study followed Ex post facto research design. The purposive sampling technique was administered and two mandals namely Mydukur and Duvvur were selected on the basis of maximum area under the turmeric cultivation and data were collected from a randomly drawn sample of 90 respondents by personal interview method through structured interview schedule. The results of the study revealed that 66.67 per cent of the turmeric farmers had medium marketing behaviour followed by high (17.77%) and low (15.56%) levels of marketing behaviour with medium planning orientation (62.22%), medium production orientation (73.33%), medium marketing orientation (73.33%), medium market information sources utilization (61.11%), medium decision-making ability (72.22%), medium risk-taking ability (63.33%) and medium innovativeness (67.78%).

The present study was conducted at Kadapa district of Andhra Pradesh with the objectives to find out the relationship between the turmeric farmers’ profile and their marketing behaviour.  Ex post facto research design was used for the study. Two mandals of Kadapa district namely Mydukur and Duvvur were purposively selected based on the highest area under turmeric cultivation and data was collected from a randomly drawn sample of 90 respondents by a structured questionnaire administered personally as per schedules.  The correlation results of the study revealed that the independent variables viz., age, farming experience, education, material possession, extension contact, training received, achievement motivation and social interaction had positive and statistically significant relationship with the marketing behaviour of the turmeric farmers. Whereas, area under turmeric cultivation and economic status had non-significant relationship with the marketing behaviour of the turmeric farmers. Multiple Linear Regression analysis revealed that all the selected 10 independent variables put together explained about 79.10 per cent variation in the marketing behaviour of turmeric farmers. The analysis of turmeric farmers’ profile indicated that majority of them were middle aged, with less than 2.5 acres of area under turmeric cultivation with medium farming experience, high school level of education, medium economic status, extension contact, training received, achievement motivation and social interaction and they also had medium level of marketing behaviour due to medium levels of planning orientation, production orientation, marketing orientation, market information sources utilization, decision making ability, risk taking ability and innovativeness.

The present study was carried out purposively in Kadapa district of Andhra Pradesh as it is having the maximum area under turmeric cultivation. The main objective of the study was to develop a suitable strategy to improve the marketing behavior of turmeric farmers. The study followed Ex post facto research design. The purposive sampling technique was administered and two mandals namely Mydukur and Duvvur were selected on the basis of maximum area under the turmeric cultivation. Data was collected from 90 respondents by following a randomly drawn sample technique with the help of a well-structured interview schedule. The study undertaken comprises of analyzing the profile, marketing behaviour and relationship between the profile and marketing behaviour of turmeric farmers. Apart from this, the study was also concerned with the problems encountered in the marketing of produce and their suggestions to overcome these problems by developing a suitable strategy that helps in improving the marketing behaviour of turmeric farmers. The major findings of the study revealed that, the marketing behaviour of a farmer is influenced by various different factors viz., time of sale, location of sale, marketing channels used, and market prices. The government interventions through the provision of direct marketing/linkages with their marketing firms are highly useful to enhance the marketing behaviour of the farmers. Apart from this, making aware of market prices across the nation through e-sources (mobile apps) by the government may also be helpful to improve the markeing ability of turmeric farmers. Further, it is essential to create awareness regarding the market potential of a produce by field-level marketing professionals under the guidance of the Directorate of Agricultural Marketing can be helpful for afflicting the marketing ability of the farmers.