A Study on Coffee Marketing and Farmer Organization in Dindigul District, Tamil Nadu

Authors

  • M. Mariappan Research Scholar
  • E. Raja Justus Research Scholar

Keywords:

Channels of distribution, farmer organization, coffee, oligopsony, marketing margin, Dindigul

Abstract

Complexity of coffee channels of distribution system encourages business actors to optimize channels of distribution management as an effort to increase market transparency among them. Consolidating in farmer organization was required to strengthen bargaining position of farmer for facing the complexity of channels of distribution system. The aim of this research was to analyze channels of distribution and marketing margin on coffee marketing; and to analyze the characteristics of coffee farmer organization. This research was conducted in Dindigul district as one of coffee producing area in South India. Number of respondents were 18 that consisted of 16 farmers and 2 extension officers. The respondent was determined by snowball sampling method. The data was considered a primary data and secondary data was used as supporting data. Data were analyzed by using descriptive method and marketing margin analysis. The result showed that coffee marketing chain in Dindigul district would lead to a relatively long and complex which was dominated by assemblers. The highest profit of Arabica coffee marketing received by assemblers was gained by selling green beans. On the Robusta coffee marketing, the highest profit was derived by selling fresh cherries. Farmer organizations could not be able to improve their bargaining position and market access as a result of weakness on the role and function of them.

Published

2019-10-18

How to Cite

M. Mariappan, & E. Raja Justus. (2019). A Study on Coffee Marketing and Farmer Organization in Dindigul District, Tamil Nadu. NOLEGEIN-Journal of Supply Chain and Logistics Management, 2(1), 11–22. Retrieved from https://mbajournals.in/index.php/JoSCLM/article/view/350