Study on the marketing of eggplant in Prayagraj district of Uttar Pradesh

Abstract:

The present study entitled “Marketing of Eggplant (Brinjal) in Prayagraj District of Uttar Pradesh” was conducted to analyze the marketing system, socio-economic characteristics of farmers, marketing channels, marketing costs, price spread, producer’s share in consumer’s rupee, marketing efficiency, and constraints faced by eggplant growers in the study area. The study was based on both primary and secondary data. Primary data were collected from 120 eggplant growers selected through multistage random sampling from Meja block of Prayagraj district, while secondary data were obtained from government reports and published literature. The collected data were analyzed using statistical tools such as averages, percentages, ratios, and cost-return analysis. The findings revealed that most respondents were small and marginal farmers with moderate educational levels, and agriculture as the primary occupation. The average family size was 6.72 members, indicating the importance of family labour in farming activities. The majority of farmers belonged to the middle-age group, reflecting active participation in agricultural operations. The average landholding was 2.46 hectares, with 0.84 hectares under eggplant cultivation. Three major marketing channels were identified: Producer → Consumer, Producer → Retailer → Consumer, and Producer → Wholesaler → Retailer → Consumer. Among these, the Producer-Retailer-Consumer channel was the most commonly used due to ease of access and quick payment. However, direct marketing (Producer → Consumer) was found to be the most efficient channel with the highest producer’s share in consumer’s rupee, while channels involving multiple intermediaries showed lower efficiency. The study further revealed that marketing costs and price spread increased with intermediaries, resulting in reduced farmer income. Major constraints identified included price fluctuations, high transportation costs, lack of storage facilities, exploitation by middlemen, and inadequate market information. In conclusion, improving market infrastructure, direct marketing systems, Farmer Producer Organizations (FPOs), and market information services can significantly enhance marketing efficiency and farmer income in the study area.