Farmers’ Attitude towards Procurement Practices by Organized Retailers for Fruits and Vegetables

Abstract

The growth of organized retail chain in Indian market is significant and it cannot be ignored by any marketers. Over the years many organized chains have developed their own models for procurement of fruits and vegetables directly from the farmers. This aims at integrating the farmers into the market, enhancing their income and the price share. However, studies shows that the percentage of farmers engage in directly selling to the organized chains through these procurement models is very negligible. One need to know the different reasons for this. This paper makes an attempt to measure the attitude of farmers towards the procurement practices for fruits and vegetables. Survey has been conducted among the farmers of districts surrounded by Bengaluru city and those who are supplying to organized chains. The attitude was measured using Fishbein model. Various attributes contributing the belief and importance were listed through pilot survey. The study revealed the overall attitude, though positive, it is not strong. The level of attitude varies significantly with the demography of farmers such as age, area under farming, years of experience in farming, etc. The study brought addition to the literature and the possibility for future research also suggested.