Abstract: The study aims to study the socio-economic profile of banana growers in the Nandyal district of Andhra Pradesh, focusing on the existing marketing channels, marketing cost, marketing efficiency, and constraints in marketing banana. The study was conducted using personal interviews and secondary data from various sources. The district is one of the leading districts in banana production, and banana is cultivated commercially due to the agro-climatic conditions. The study selected 5% of the farmers from each selected block and randomly selected 10% from each village. The Jhansi market was chosen for the study, as the majority of banana was disposed off by the respondents. The study found that the respondents had moderate socio-economic status, with middle/high school education, a well-educated background, and greater access to all assets. The study suggests that there is potential to increase the producer's share in consumer's rupee by marketing the market more effectively, reducing intermediaries and reducing marketing costs and margins. Major constraints in production include high labor costs, less awareness about new technologies, and price fluctuations.
Keywords: Banana, Market Functionaries, Price Spread, Marketing Constraints
Author: Pichike Jaswanth and Jayant Zechariah
doi: https://doie.org/10.10346/AE.2025177419
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