Marketing Behaviour of Turmeric Farmers in Kadapa District of Andhra Pradesh

Settipalli Sravani , S.V. Prasad , P.L.R.J. Praveena and G. Karuna Sagar


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%).

Keyword: Turmeric farmers; Marketing behaviour; Marketing orientation; Innovativeness; Risk taking ability.

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