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What new research is needed, what trials and how will the ultimate consumer and Industry benefit?
 
In Brazil, the sales of functional foods amounts to US $ 500 million per year representing about 1% of the total sale of the Brazilian food processing industry. According to a report the interests are mainly for dairy products, nutraceuticals and soy-based products. ABIA forecasts a substantial growth of 4.5-5% for this segment of the market (Stanton et al., 2001). In order to exert the health benefits beyond inherent basic nutrition, it is necessary that the activity of the probiotic culture should be maintained at very high levels during the shelf life of the product.

Market-Led Extension is an approach that ensures the extension system supports farmers throughout the entire value chain—from providing production-related recommendations to facilitating the sale of produce directly to consumers. The goal is to enable farmers to secure fair and profitable prices for their produce.
Axioms of Market-Led Extension
As outlined by Singh, Swanson, and Singh (2006):
1. Farmers should only be encouraged to produce a specific crop or product if a viable market exists for it.
2. If a product cannot be easily transported to market, alternative products with better market accessibility should be identified.
3. Crops or products unsuitable for local agro-climatic conditions should be avoided, and the focus should shift to those that are well-adapted to the district’s environment.
4. Promoting diversification across various high-value crops or products tailored to the preferences of Farmer Interest Groups (FIGs) or Women Interest Groups (WIGs) within the district is essential. Diversification reduces risk by preventing market saturation with a limited number of products, which can drive prices down.

Concept and Meaning of Market

Agricultural marketing management offers key insights into the agricultural and rural development today. Agricultural marketing and its management is an essential element of every economic activity. It is a most creative, dynamic and challenging activity for every kind of enterprises. Agricultural marketing management has significantly changed and it comprises numerous aspects of the needs of the customers over the selling and distribution of agricultural goods and services to customer and adds value to agricultural products and facilitates marketing and agribusiness opportunities in the economy. It deals with identifying and meeting human and social needs.

The word ‘market’ is a derivative of the Latin word _____

a) Marcatus

b) Markus

c) Marcat

d) Martus

2. ‘Marcatus’ is a _____ word.

a) Greek

b) Latin

c) French

d) Spanish

3. The word ‘Marcatus’ means 

In India, about 46 per cent of the milk produced is either consumed at the producer level or sold to non-producers in the rural area, the balance 54 per cent of the milk is available for sale to organized and unorganized players. The organized sector comprises of Government, Producers’ Owned Institutions (Milk Cooperatives & Producer Companies), and Private players which provides a fair and transparent system of milk collection round the year at the village level. The unorganized/informal sector involves local milkmen, dudhias, contractors, etc. and they are mostly found to be opportunistic, as there is no uniformity of milk price paid to producers and it varies depending upon the situation. The possibility of adulteration of milk is higher among these unorganized groups. In the areas where competition is high and the presence of the formal sector is strong, the unorganized sector generally gives higher prices and at the same time, the unorganized sector doesn’t offer remunerative prices to the producers where the organized sector is not present.

In India, we have mostly two types of standards, which govern the sale of foods including milk and milk products.

These are: Legal standards and Quality standards.

Legal standards

Legal standard means the specifications or the requirements which pertain to the law of the Govt. and are set up by the Govt. to meet certain minimum requirements in terms of chemical quality (i.e. composition), bacteriological quality (i.e. hygienic quality), and labelling and packaging requirements.

In our country, legal standards are given under Prevention of Food Adulteration (PFA) Rules, 1954-1955 (which are amended from time to time). Legal standards or PFA standards prescribe the minimum requirements for all types and categories of food. These standards are consistent with the minimum quality that is attainable under Indian conditions by the majority of the farmers, producers, processors, sale agencies etc. Further, any food that does not confirm to the minimum standards laid down by the legal rulers (PFA rules) is said to be adulterated, irrespective whether anything has been added to or removed from the original food.

1.1. Concept and definition

1.1.1. Marketing

Process of getting right goods or services or ideas to right people at right place, time, and price using right promotion techniques and utilizing appropriate people to provide customer service associated with those goods, services, or ideas.

To elevate natural beekeeping from a basic subsistence activity to a sustainable and profitable venture, strong marketing approaches and entrepreneurial drive are essential. These elements enable producers to expand their customer base, enhance the value of their offerings, and establish distinctive brands that reflect the purity and ecological integrity of their products.

There is increasing interest in natural bee products both within India and globally, fueled by heightened consumer awareness around health, sustainability, and eco-friendly lifestyles. Beekeepers must identify and understand their core markets—ranging from local health-conscious buyers and organic stores to international importers—and align their product presentation, packaging, and positioning to meet specific consumer preferences. Conducting market research can help pinpoint specialized segments like organic-certified honey, therapeutic propolis, or royal jelly supplements.

Entrepreneurial opportunities go beyond harvesting raw honey. Value addition can take many forms: creamed or infused honey, honeycomb packs, artisanal beeswax candles, cosmetic products made with propolis, or balms infused with bee-derived ingredients. Packaging innovations, sustainability certifications, and appealing brand narratives further enhance consumer trust and market differentiation. Diversifying products also helps minimize risk and stabilize income.

In a commercial horticultural enterprise, if the product is not marketed properly, safely and beneficially, all the investment, inputs, hard work goes in vain. Basically every commodity that is produced should reach the consumer and marketing is all about how the commodity reaches the consumer. There is no fun of producing any commodity if it does not reach the consumer.

The word market has been derived form Latin word “marcatus” meaning merchandise, where people conduct business. Market therefore refers to place where goods/ commodity and services are bought and sold.

Marketing is a sum total of business activities through which the goods and services are either bought or sold. Cundiff and Still defined marketing as “the business process by which products are matched with markets and through which transfer of ownership are affected.

Why Marketing of Fruits and Vegetables is Complex and Risky as Compared to Other Goods

Marketing is one of the most important factors in determining the success of any vegetable farming enterprise. Marketing includes all the operations and decisions taken by the producers. These decisions range from determining the most marketable crops for production to deciding how to best deliver quality produce to the consumers at a profit. However, contrary to popular belief, marketing does not begin after a crop is produced. Instead, marketing alternatives need to be considered even before the start of production.

However, vegetable marketing in India has not yet been organised so far. The long route from the grower to the retailer and ultimately to the consumer involves a chain of middlemen, transport contractors and wholesale merchants. Very often, there arises stagnation of the produce in the peak season or in the year of good production. The large number of intermediaries in the vegetable marketing channel grab maximum share of the consumer’s price and as a result, the producers’ profit becomes marginal. Vegetable cultivation is a capital intensive venture, and huge production alone cannot fetch profit for the growers. Organised marketing, storage and transport facilities are the key factors for making vegetable farming profitable which ultimatily boost vegetable cultivation.

Rabbit-based cuisine has been made and enjoyed on a regular basis since the first early civilisations in the Mediterranean region. Rabbit is an easy-care plant that grows well in backyards and on farms. There are notable differences in rabbit production between nations. In 2020, Asia produced 70.5% of the world's rabbit meat, with Europe coming in second. Based on estimated figures obtained from FAOSTAT, there was a 24.1% decline in the global production of rabbit meat between 2010 and 2020.

Introduction

Marketing and promotion are important for any organization that provides services to consumers. Marketing and promotion allow an organization to inform, remind, or persuade the consumers by sharing information about goods or services, community involvement, or societal impact. Simply stated, these efforts encompass anything libraries do to let the community know who they are, what they do, and what they offer. The goal of marketing is to keep the product in the minds of the customer: in the case of libraries it is to keep the customer aware of the library, to provide them with knowledge about the library’s physical features, resources, services, programs, and events, and to let them know about the benefits libraries offer. Marketing and promotion benefit the library by increasing usage, educating users, and increasing or at least maintaining a positive perception of the library.

Demand and Supply of Horticulture Produce

India’s horticulture production rose 30 per cent in the last five years — an impressive rise, considering growth in the preceding five years stood at about 23 per cent. India is currently producing 257.2 million tonnes of horticulture produce from an area of 23 million ha.The area under horticulture grew by about 3.8% per annum but production rose by 7.6% per annum. Improvement in productivity of horticultural crops was noted by about 28% between 2001-02 and 2011-12. Of the 140 million farmers in the country, horticulture engages about 20 million and also contributes about 30 per cent of India’s agricultural GDP. Horticulture contributes 37% of total exports of Agricultural commodities. India is among the foremost countries in horticulture production, just behind China.

Ornamental fish culture has made giant strides in many countries in recent years. The industry is growing in leaps and bounds with involvement of even increasing number of aquarium hobbyists. A lucrative export market and high domestic demand have made ornamental fish industry a potential source for income generation. The range of species of ornamental fish available to the hobbyists is very large, with estimates of up to 1,500 species. As popularity of ornamental fish keeping has gained momentum, the need to transfer ornamental fishes from the resource abundant places to resource deficient places resulted in the marketing of ornamental fishes. In order to assess the marketing opportunities for ornamental fish, it can be classified as:

The world trade in flavour and fragrances in 1987 was US $ 7,000 million and at present, it is estimated at more than $ 10,000 million annually. In 1975, perfume was used by one woman in ten, but today it is used by eight out of ten women; even reticent Japanese women are adopting the habit (Anonymous, 1995 c). The average annual industry growth rate in perfumes of India is valued at about US $ 20 million with an annual growth rate of 12% (Murty, 1993),while the UK market is Rs. 2000 crores and the US market supersedes it by Rs. 4000 crores (Walia, 1997). However, the domestic luxury perfume market is estimated to grow at a rate of 20-25 % (Biswas, 2012). Besides domestic market, India earns a lot of foreign exchange from the export of total essential oils and perfumes and is fast growing as it is showed from the trends in export earnings of Rs. 11.1 corers in 1982-83 rose to 4-fold in 1986-87 of Rs. 41.1 crores (CHEMEXCIL, 1988). According to a market survey report, Ahmed (1999) reported that the daily turn over of the attar market in India is more than 50 crores.

Middle East countries continue to be the big buyers of our traditional perfumes. Kewda flavour which is used in pan masala and tobacco is a familiar one in this part of the world. Kewda essence, being one of the few flavouring oils, has a good scope for export to other developed countries where the food flavouring industry is well developed. India is the leading producer of kewda perfumes in the world and the market for kewda perfumes is fast expanding specifically in the Arab countries. India exported the kewda water of Rs. 266.2 lakhs in 1986-87 which rose to Rs. 276.4 lakhs in 1987-88 (CHEMEXCIL, 1990). Anonymous (2007) reported that about 140 distilleries (bhattis), both local and outsider, earn about Rs.1.3 crore by way of extraction charges and annually they extract 332 kgs of kewda oil (Rs.8.3 crore), 7823 kgs of kewda attar (Rs.15.65 crores) and 150 MTs of kewda water (Rs.4.47 crore), the total coming to around Rs.28 crore. For extracting attar , the extractors use about Rs. 8 crore worth of sandal wood oil procured mainly from other states, while Rs.18 crore goes to the plantation owners as flower cost and to the flower collectors.

Indian dairy sector has made significant progress over the last few decades. Despite three decades of cooperative movement in India, however, a large proportion of milk and milk products in India continues to be marketed through the ‘informal or unorganized sector’. Although the share of organized market has steadily increased over the last few decades, the informal sector comprising middlemen, private milk traders and direct sale from producer to consumer, still accounts for nearly 80 percent of existing milk marketing pattern in the country. Milk contributes more to the national economy than any other farm commodity more than 10.5 billion dollars in 1994-95 (Dairy India 1997). In the context of poverty and malnutrition, milk has a special role to play for its many nutritional advantages as well as providing supplementary income to some 70 million farmers in over 500,000 remote villages (Dairy India 1997).  In their study, Datta and Ganguly (2002) reported that if the current growth continues for the next twenty years (the nation has been growing at a rate between 5 and 7 percent over past five years), milk consumption is likely to more than double by 2020. So above the discussion drives us to analyse the marketing behaviour of dairy farmers.

The study area, Tamilnadu, was selected purposively and out of seven agro-ecological zones in Tamil Nadu, western region has been selected purposively as it highest share in both the bovine population and milk production in the state. And both organized and unorganized milk marketing system working in this zone with largest number of milk plants.

Introduction

India is the second-largest producer of vegetables in the world after China. India accounts for 16 percent of the world’s production of vegetables. India home to 17.74% of the world’s population has only accounted for about 2.4% of the world’s geographical area and 4% of its water resources. Vegetables play an imperative role in nutritional security, economic viability and fit well into the predominant intensive cropping systems prevailing in different parts of our country. More than 60 kinds of vegetables are grown in India in tropical, subtropical and temperate agro-climates. India is the largest producer of okra and ranks 2nd in the production of potato, onion, cauliflower, and cabbage. During 2013-2014, India produced 162.19 million tonnes of vegetables and vegetable export from our country was worth Rs. 5462.93 crores. For a balanced diet, an adult who works moderately needs about 300 grams of vegetables per day, of which about 50 grams should comprise root vegetables, 50 grams of leafy vegetables and 200 grams of other kinds of vegetables as per Dietary Guidelines for Indians, NIN, 2011.

The vegetable is one of the important crops of Jharkhand, which is being cultivated on a commercial scale. About 3.2% of the gross cropped area of the State is devoted to vegetable crops. Vegetable development depends not only on production but also on the marketing system. Vegetable cultivation being labour intensive can substantially increase employment and livelihood avenues too. Vegetable growers face many challenges in the course of marketing their products and their marketing behaviour varies under different circumstances. Keeping this in view, the present investigation entitled “Marketing Behaviour of vegetable growers in East Singhbhum district of Jharkhand” was undertaken.

Marketing Channel

Marketing Channel is an organised network of agencies and institutions which in combination perform all the activities required to link producers with users to accomplish the marketing tasks.
Marketing channel is the route taken by a product as it moves from the producer to the consumer.
It is a part of value chain – what the customers are prepared to pay for goods and services and all activities carried out in chain.
Marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use/consumption. Channels normally describe a forward-movement of products from sources to user. Reverse flow channels is used to reuse or recycle products, and to recycling or disposal of solid waste (ecological goods).

1. Price spread will be the minimum in

a) Coconut

b) Rice

c) Milk

d) Green leaves

2. Farmers share in consumer rupee will be the minimum in

a) Gram

b) Milk

c) Cotton

d) Rice

3. Marketable surplus is equal to

22.1 What is Livestock Product Marketing?

Livestock Products Marketing is the change of ownership of livestock derived food products. It links the livestock production and food consumption. There are three aspects of livestock market transactions:

1. Spatial – transactions occur across space

2. Temporal – transactions occur across time

3. Form – transactions occur in a certain form