Role of extension professionals in determining marketing behaviour of the farmers indulged in Horticulture sector in Indian context: A review

Abstract

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.