Marketing Behaviour of Tomato Growers in West Khasi Hills District of Meghalaya

E.K. Marbaniang, D. Pasweth and J.K. Chauhan


The study was carried out in West Khasi Hills district of Meghalaya during the year 2017-18. Following the purposive random sampling, 120 respondents were selected from 10 villages under Mairang and Mawthadraishan C & RD Blocks. The data was elicited through personal interview method. Results revealed that 31.66 per cent of the respondents belonged to the age group of 41-50 years old, 41.66 per cent studied up to primary school and 42.5 per cent having large size family. Majority of them (53.33 %) had marginal land holding, 27.5 per cent had high level of annual income and majority of the growers (62.50%) had no extension contact. Majority of the respondents (60.83%) had medium economic motivation and 55.83 per cent of them had low training. About 66.66 per cent marketed their tomato through village traders and 33.33 per cent sold directly to wholesaler. A per cent age of 66.66 sold immediately after harvest with pre-determined price whereas 33.33 per cent sold their tomato to local weekly market in whatever price may be. The findings presented that cent per cent claimed that the reason for selling at a particular period was highly perishable followed by financial urgency (90.00%). Majority had medium level of marketing behaviour (73.33%) followed by 16.66 per cent had high level. Results also revealed that price trend irrespective of the marketing channel practiced shows that price of tomato sold through village trader could fetch a higher price from 2013 till 2016. Marketing constraints were non availability of cold storage facilities (85.00%) followed by fluctuations in market price (81.66%).

Keyword: Village traders; Price trend; Weekly market; Marketing behavior; Cold storage

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