📄 Abstract
Purpose. This study analyses the marketing practices of agro products in Rajasthan, examining the marketing channels farmers use, the factors that affect agro-product marketing, the role of intermediaries, and the impact of digital marketing platforms on farmer income and profitability. Methodology. A descriptive-analytical design was adopted. Primary data were collected from 200 farmers across selected districts of Rajasthan—Jodhpur, Nagaur, Bikaner, Jalore, and Bharatpur—using a structured questionnaire on a five-point Likert scale, supplemented by secondary data from NABARD and government sources. Data were analyzed through reliability analysis, descriptive statistics, correlation, and regression. Key findings. Scales were reliable (Cronbach’s alpha > 0.80). The mandi (APMC) system remained the dominant channel (55%). Marketing practices (β = 0.48, p < .001) and digital marketing (β = 0.32, p < .01) significantly and positively predicted farmer income, supporting H1–H3, while intermediary involvement was found to reduce farmers’ margins (H4 partially supported). Recommendations. Expanding e-NAM participation, strengthening Farmer Producer Organizations, improving rural digital infrastructure and market-information systems, reducing unnecessary intermediaries, and upgrading storage and transportation are recommended to improve marketing efficiency and farmer income.
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📚 How to Cite:
Nema Ram Raika, Dr Ashok Kumar , MARKETING PRACTICES OF AGRO PRODUCTS IN RAJASTHAN: AN ANALYSIS OF MARKETING CHANNELS, DIGITAL PLATFORMS, AND FARMER INCOME , Volume 13 , Issue 6, June 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 71 - 78 , DOI: https://doi.org/10.36713/epra28288