The companionship of advanced technology and easy outlay for the primary products have always been a prime focus to boost economy of the nation. Although, India has gone through a major transformation from being food deficient to now the leading producer and exporter of many agricultural commodities. The socio-economic condition of the farmer has not witnessed a noticeable change. The root cause identified by the researchers being the existence of long supply chains, lack of awareness, inadequate infrastructural facilities, etc. Researches analyzing the marketing behaviour of the farmers may help in identifying the constraints faced by the farmers in marketing their produce for optimum returns. Also, results may help to purview the factors contributing to better marketing by analyzing the varied behaviour of the farmers. Proper analysis, devising the effective strategy and its implementation require well-equipped extension professionals with upgraded skills and futuristic vision.

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.