Marketing Behaviour of Young Chrysanthemum Growers in Salem District of Tamil Nadu, India

Aims: Cultivation of flower crops increases the income of the farmer through diversification of farm and improve their livelihood. The present study aims to analyse the marketing behavior of farm youth and constraints experienced by them in chrysanthemum cultivation.

Study Design: Ex-post facto research design was employed in the study.

Place and Duration of Study: The study was carried out in Salem district of Tamil Nadu during 2021.

Methodology: Salem district of Tamil Nadu was purposively selected as it has highest area under chrysanthemum cultivation. To achieve the objectives of the study, the data was gathered from the 120 young chrysanthemum growers from twelve villages of Salem district. The young chrysanthemum growers were randomly selected and the data has been gathered through personal interview method. The collected data has been tabulated and analyzed with suitable statistical tools like percentage analysis, cumulative frequency and mean score were employed.

Results: The findings revealed that chrysanthemum growers sell flowers as soon as it’s harvested (80%) through marketing channel – B (Farmer – Commission agent - Market). They fix price based on demand for the produce (50%) and sell in the nearby market within 5 km (43.33%) based on the market information obtained from relatives and friends (56.67%) with the help of truck (39.17%). While marketing farmer’s spent less on transport (55%) and got paid immediately after sale (60%) with cash (100%). Thus, it was found that nearly three-fourth of the young chrysanthemum growers had medium level of marketing behaviour (86.67%) and high commission charges (Mean score of 2.76) was the severe problematic constraint and problem of irrigation (Mean score of 1.80) was the least problematic constraint experienced by them.

Conclusion: Most of the farmers cultivate flower crops due to its high value and ensure reasonable price for the farmers. Since farmers are facing difficulties to continue agriculture because of reduced income and difficulties in marketing, they should be engaged in floriculture sector to increase their income. The untapped potential of the floriculture sector draw youth towards agriculture and ensures providing remunerative price to the small and marginal farmers involved in flower cultivation. Apart from providing income security to farmers, cultivation of flower crops ensures improves the livelihood of farmers by increasing their income.