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- Title
Marketing System of Mangoes in India.
- Authors
Gopalakrishnan, Sarada
- Abstract
Mangoes account for approximately half of all tropical fruits produced worldwide. India is the largest mango producer, accounting for about half of the global mango production. But, less than five per cent of the produced mangoes are processed and mango pulp is the main export product both in terms of volume and value. The contract system is the major marketing system in the supply of mangoes because first, producers usually avoid the marketing of fruit by themselves as they do not want to be involved in the complication of the marketing system, second, they do not want to take the risk of price and income variation due to perish ability, qualities and seasonality and third, lack of knowledge of marketing. This paper attempts to study the type of marketing systems existing at present in India and suggestions to realise higher value for the produce.
- Subjects
INDIA; MARKETING of fruit; MANGO; TROPICAL fruit; MARKETING; INTERNATIONAL trade
- Publication
Journal of Marketing & Communication, 2012, Vol 8, Issue 2, p32
- ISSN
0973-2330
- Publication type
Article