Profile of floriculturists and their marketing behaviour in Nagpur district of Maharashtra

Abstract:

The present study was undertaken to assess the profile characteristics and marketing behaviour of floriculturists in Kamptee, Hingna and Nagpur (Rural) tahsils of Nagpur district in the Vidarbha region of Maharashtra. A total of 110 floriculturists were selected through proportionate random sampling. An exploratory research design was followed, and data were collected through face-to-face interviews using a structured interview schedule. The findings revealed that 50.00 per cent of the floriculturists belonged to the middle-age group (36-50 years), while 31.82 per cent had secondary-level education. A larger proportion (41.82%) belonged to the semi-medium landholding category (2.01-4.00 ha), whereas 75.46 per cent had a medium area under floriculture (0.54-1.21 ha). Regarding experience in floriculture farming, 64.55 per cent belonged to the medium category (11.28-26.19 years). The majority (77.27%) had a medium family size of 4-6 members. With respect to training, 49.09 per cent had not received any training. The highest proportion of respondents (40.91%) belonged to the annual income category of Rs. 2,00,001 to Rs. 4,00,000, while 37.27 per cent earned Rs. 2,00,001 to Rs. 3,00,000 from flower cultivation. A majority (62.73%) had medium social participation. Wells were the most frequently reported source of irrigation. Further, 61.82 per cent had a medium level of access to sources of information, while 60.91 per cent each had medium levels of economic motivation and risk orientation. Regarding marketing behaviour, 59.09 per cent of the floriculturists belonged to the medium category, followed by 21.81 per cent in the high category and 19.10 per cent in the low category. The mean marketing behaviour index was 41.84. The findings indicate scope for strengthening training, market information, market linkages and market-oriented skills among floriculturists in Nagpur district.