Journal Press India^®

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Even though agriculture only contributes one-fifth of India’s GDP, it provides a living for more than three-fifths of the country’s citizens. When it comes to this sector’s output, productivity, and marketing, there should be evident, serious issues regarding how well it operates. While productivity and output are supply-side factors, markets act as a bridge between producers and consumer demand at the final stage. Markets that operate well benefit both producers and consumers. Hence, the study analyses the impact of various factors affecting the marketing of agricultural products. A structured, closed-ended questionnaire with a 5-point Likert scale has been developed to collect the required data. The population for the study is concentrated in Karnataka. Probability random sampling has been applied to collect a sample size of 1200 from the population of Karnataka, divided into 5 major parts. All stated variables are found to have an impact on the marketing of agricultural products. Indian industries should show greater enthusiasm for agribusinesses, be more active in marketing the country’s farm produce, and have multiple technology choices and paths for agriculture. 

Keywords

Marketing; Agricultural Products; Farmers; Karnataka

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