Influence of brokers in marketing of onion and chilli products: a case of Thirunelvely and Maruthanrmadam vegetable markets

Abstract

Vegetable are produced on a year round basis and a large number of farmers are involved in the process of production. Vegetable marketing unlike in the case of cereals, is more complex because of its special characteristics like highly perishable nature, seasonality, bulkiness etc. so it needs special care and immediate disposable. In this situation it is difficult to recognize the efficiency of marketing vegetables because both parties. Such as producers and consumers are exploited the brokers. In Jaffna vegetable marketing is generally in the hands of private sector, high marketing cost and brokers influence are the major issues in the present situation. Brokers who are involved in the process of selling different vegetables at different prices. So they got a large amount of commission. As far as in Jaffna district concern vegetable cultivators unable to realize the full income for the products, because influence of brokers in many ways for vegetable marketing activities. It is observed that a brokers functioning as a group/society. Brokers are individuals or firms who neither take title nor possession of produce, but serve as agents to negotiate sales contracts between buyers and sellers .they are two types of brokers involved in exchange vegetables buyers and sellers .such as buying brokers and selling brokers. In Jaffna district the brokers using the activity of a monopoly system they are realizing major part of income which is reasonably of the producers specially the production of onion and chilli. The study main objective identify how to brokers influence in marketing of Onion and chilli products. Hypothesis are Marketing of Cash crops (onion and chilli) brokers influence of high level, Positive relationship between brokers income and producers income for marketing of cash crops . Regression and Correlation analysis were performed in this study with the help of SPSS latest version. The result as with the correlation analysis, marketing of product there is average positive correlation level which is 0.912 between producers’ income and brokers’ income in Thirunelvely market, p value 0.000 also confirmed hypothes is accepted. And also R2 is 0.81 which means approximately 81% brokers activities influence in marketing of onion products .In chilli product marketing in Maruthanarmadam market there is average positive correlation level which is 0.946 between producers income and brokers income, p value 0.000. And also R2 is 0.81 which means approximately 81% brokers activities influence in marketing of Chilli products. Results shows Brokers influence is high level of marketing onion and Chilli product in Jaffna district.