Marketing of Pomegranate by the Growers using Public and Private Extension Service

SHANABHOGA M B, Suresha S V, Shivani Dechamma, Varadaraju G M
The post-harvest sector of pomegranate is characterized by its linkages or relationships between producers and consumers as well as between urban and rural areas. And the intermediates operating between the producer and the final buyer play a significant role in regulating these linkages. The functions of intermediaries are buying, selling and risk taking. The costs of fruits are often determined by the performance and efficiency of different intermediaries or functionaries in various marketing
more » ... channels. The study was conducted in Hiriyuru, Hosdurga and Challakeretaluk of Chitradurga district with a total sample size of 120 comprising 60 growers each under public extension and private extension systems. The harvesting losses faced by the pomegranate growers in public extension are found to be high in Hosadurgataluk (358 Kgs/acre) and In private extension highest harvesting losses was found in Challakeretaluk (290 Kgs/acre). The reasons for the losses attributed in case public extension system were due to disease and rotten (100.00%), whereas in case of private extension services damage due to poor packaging/press is found to be high (88.33%). In public extension the majority (63.33%) of pomegranate growers followed the marketing channel namely producer – market – commission agent – wholesalers – retailer – consumers, whereas, in private extension majority (75.00%) of respondents used marketing channel namely producer – market – commission agent – wholesalers – retailer – consumers.
doi:10.6084/m9.figshare.13365224.v1 fatcat:e7lzflauvvfszecrnmcxhumwdu