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Since agriculture plays such a significant role in our society, agricultural marketing is a popular topic among academics and administrators alike. Indian advertisers have yet to reap the benefits of a favourable business environment, a well-developed financial sector, and a strong network of higher educational institutions in the country. Farm product marketability is determined by the decision to produce a marketable farm product, and agricultural marketing as a method encompasses all aspects of a system's sales structure. Poor warehouse conditions, a scarcity of demand knowledge, the dominance of middlemen, and a lack of transportation and connectivity are all factors that contribute to bottlenecks in the agricultural marketing system. Due to the rapid advancement of technology, agrarian challenges are becoming increasingly significant. Despite reforms, Indian agriculture remains vulnerable, not only to natural disasters, but also to a lack of institutional power and resilience on the part of the government. Farmer-to-farmer marketing in India is unquestionably growing and expanding, but not everywhere or for all farmers. In light of current projections, the emerging scenario appears to be catastrophic for the region. With the current state of the country, a Second Green Revolution is expected to clear up any messes and keep the country on the right track. The government intends to launch the Second Green Revolution, which will take place between 2020 and 2025.
Improved cooperative marketing, the development of managed markets, and the ranking of products, as well as improved transportation and warehousing, are all necessary for the improvement of the marketing system. In this regard, the Agricultural Produce Marketing Committee (APMC) is extremely important in the promotion of agricultural marketing and marketing research. There are only nine APMC in the Tumkuru district of Karnataka where the study is being conducted. The study's primary objectives were to determine farmers' expectations of the APMC's performance as well as to identify issues related to the APMC's operation and functioning. Using an interview schedule, the researchers gather the responses of the participants' opinions, which were analysed using the SPSS Ver 22 and AMOS Ver 25 software packages. In order to validate the functions of APMCs in terms of Farmer satisfaction, SEM analysis was performed. The results of the study indicate that some of the functions are not contributing to farmer satisfaction and require immediate action by the government to improve these functions.
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