rural marketing ppt mamta

7/28/2019 Rural Marketing Ppt Mamta

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TOPICS-CLASSIFICATION OF AGRICULTURALPRODUCTS WITH REFERENCE TO SEASONALITY AND

PERISABITITY

SUBMITTED TO-Pro. MUKESH RANGA

CSJM,UNIVERSITY

INSTITUTE OF BUSINESS MANAGEMENTMBA(Business economics)

MADE BY-MAMTA YADAV

PREETI VERMA


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Food-grains plays an important role in any society especially for

hunger ones. The majority of the people those who die due to hunger, it

is because of a simple reason that they have to pay higher prices for thefood-grains.

Therefore, effective and efficient marketing system is an

essential task in this context. If marketing system at this level is not

on one side and proper margin at producers level is not transformed on

efficient, prices which are charged at customers level are not adequate

other side.


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Agriculture, in the broad sense, means

activities aimed at the use of natural resources for human welfare, i.e., it

includes all the primary activities of production. But, generally, it is used

to mean growing and/or raising crops and livestock.


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CLASSIFICATION OF AGRICULTURAL

PRODUCTS

Agricultural products can broadly be classifiedinto seven categories:

Foodgrain items

Oilseed produceHorticulture produce

Fibre products

Beverage itemsCash items

Animal produce


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AGRICULTURAL PRODUCTS

Foodgrain Oil Fibre Beverage Cash Animal Horticulture

Seeds Products items items products items

Wheat Groundnut Cotton Tea Sugarcane Milk

Rice Sunflower Jute Coffee Rubber Fish

Dals Coconut Tobacco Eggs

Jawar Soyabean Poultry

Bajra Mustard Wool

Maize Castor Meat


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The farm output is seasonal in character

whereas its demand by the consumers is

spread over the whole year.

The marketing system has therefore,to

balance suitability the seasonal out flow of the

produce from the farmwith the relatively

steady and continue consumer demand.


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Agriculture commodities are perisable in

nature and suffer loss and deterioration in

quality during storage.

The production of certain crops like fruits and

plantation crops is highly localized but

consumption is widespread.


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Marketing Channels

Farmers producing agricultural produce arescattered in remote villages while consumers are insemi-urban and urban areas. This produce has toreach consumers for its final use and consumption.There are different agencies and functionariesthrough which this produce passes and reaches theconsumer.

A market channel or channel of distribution istherefore defined as a path traced in the direct orindirect transfer of title of a product as it moves

from a producer to an ultimate consumer orindustrial user. Thus, a channel of distribution of aproduct is the route taken by the ownership ofgoods as they move from the producer to theconsumer or industrial user.


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Factors affecting channels:

There are several channels of distributiondepending upon type of produce orcommodity. Each commodity group hasslightly different channel. The factors are :

Perishable nature of produce .e.g. fruits,vegetables, flowers, milk, meat, etc.

Bulk and weightcotton, fodders are bulkybut light in weight.

Storage facilities.

Weak or strong marketing agency.

Distance between producer and consumer.Whether local market or distant market.


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Marketing Channels for rice:

Producermiller->consumer (village sale)Producermiller->retailerconsumer(localsale)

Producerwholesaler->millerretailerconsumer

Producermillercum-wholesaler-retailer-consumer

Producervillage merchantmiller-retailerconsumer

Producergovt. procurementmiller-retailerconsumer


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Marketing channels for oil seeds

Producers-consumers Producer-village trader-retailer-

consumers

Producer-oil seed wholesailer-retailer-oilwholesailer-oil retailer-oil consumers

Retailer-village trader-processor-oilconsumers

Producer-government agencies-processor-oil wholesailer-oil retailer-oilconsumers


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Marketing Channel for food grains: Producer consumer (village sale)

Producervillage merchantconsumer(local sale)

Producerwholesaler-cum-commission

agent retailerconsumer Producerprimary wholesalersecondary

wholesaler retailer Consumer

ProducerPrimary wholesalermiller

consumer (Bakers). Producer->govt.procurementretailer

consumer.

Producergovernmentmillerretailer

consumer.


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Marketing Channels for Vegetables

Producersconsumer (village sale) Producerretailerconsumer (local sale)

ProducerTradercommission agent

retailerconsumer. Producercommission agentretailer

consumer

Producerprimary wholesalersecondary wholesaler retailer

consumer (distant market).


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Marketing Channels for cotton:

Producervillage merchantwholesaler or ginningfactory wholesaler in linttextile mill (consumer)

ProducerPrimary wholesalerginning factorysecondary wholesalerconsumer (Textile mill)

Producer Trader ginning factory wholesaler inlint consumer (Textile mill)

Producergovt. agencyginning factoryconsumer (Textile mill).

ProducerTraderginning factorywholesalerretailer consumer (non-textile use).


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Marketing Channels for Fruits:

Producerconsumer (village sale)

ProducerTraderconsumer (local sale)

Producerpre-harvest contractorretailer

consumer

Producercommission agentretailerconsumer.

Producerpre-harvest contractorcommission

agent retailerconsumer Producercommission agentsecondary

wholesaler retailerconsumer (distant market).


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These channels have great influence on marketingcosts such as transport, commission charges, etc. and

market margins received by the intermediaries such astrader, commission agent, wholesaler and retailer.

Finally this decides the price to be paid by theconsumer and share of it received by the farmerproducer.

That channel is considered as good or efficient whichmakes the produce available to the consumer at thecheapest price also ensures the highest share to theproducer.


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Federation (State level)

Union

(District level) Inputs Outputs

DCS

(Village level) Farmers


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9.9 PROCESSING OF WHEAT

Wheat milling involves grinding the kernel into a whole wheat flour

and separating the bran from the white dour (endosperm). About90 per

cent of the wheat in India is converted into whole wheat productslike

chappatis; the balance (10 per cent) into bread, biscuits buns andcakes.

The milling of wheat in India done in the following ways:

1. Stone Grinding by Hand: This method is used to grind

wheat in most of the households. A housewife, by using

stone chakkies which are operated by hand, mills 5 to 7 kg of wheat per day in the morning hours.


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2. Chakkies: This is a low capacity power-

operated grinding

device used in villages. The cost of milling is

high; but

because of their convenience, they are widely

prevalent in

Indian villages.

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3. Roller Mills: Most of the heat flour in India is producedby

roller flour mills. The steps involved in roller flour millingare:

(a) Cleaning: Wheat is first cleaned of stones, dirt, weeds and foreign matter by separators, aspirators, scourers,

magnets and washers.

(b) Tempering: The cleaned wheat is moistened and held

tempering bins for 8 to 24 hours to toughen the outer

coat and mellow the endosperm.

(c) Blending: Wheat grains of various protein contents are

mixed to produce flour of the desired quality.


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(d) Grinding and Separating: Wheat grain is first broken by

a pair of corrugated rollers. The whole wheat flour is

repeatedly rolled, sifted and purified till a complete

separation of the bran has been achieved.

Indias first roller flour mill was built in 1880 and since then, there

is no looking back. Even the reputed multinationals such as HLL are

entering this business. The leading roller flour-producing States are

Maharashtra, West Bengal, Uttar Pradesh, Tamil Nadu, Karnataka,

Assam, and Delhi. Roller flour-milling is a highly capital intensive

industry.


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9.10 BAKING

India has a large baking industry, which is engaged in the

manufacture of biscuits, bread, buns, cakes and pastries.This industry

is growing rapidly because of the increase in urbanization,

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and in the per capita income of the masses, and changes intastes. In

urban areas, a large number of bakeries, both small and

large, arc functioning.


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PROCESSING OF PADDY

Paddy-rice milling is one of Indias largest industries, for the output

of this industry exceeds the total of all the other foodgrain processing

industries. Paddy consists of about 20 per cent husk, 6 per cent bran, 2

per cent germ and 72 per cent endosperm.

There are six major steps in the processing of paddy, depending

upon the method used for processing.

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(4) Husking: Husking refers to the removal of husk from the rice

grain. Rice milling is undertaken to remove the husk and a

specified per cent or bran from the seeds and endosperm.

Four principal rice milling methods are employed in, India.

These are:

(a) Hand Pounding: This method involves the pounding of

paddy with poles or a pestle and mortar. (b) Huller Mills: The heart of a huller rice mill is a fluted

metal cylinder rotating with 500 to 600 rpm within a

hollow stationary cylinder. Husk and bran are removed

in one operation by abrasive action. The rice is

polished by a second and a third pass through the

machine.

(c) Sheller Mills: An under-run disc sheller consists of two

stone or composition wheels, each 182 to 562 in

diameter, and laid on top of one another. Between

there two stones, paddy is husked by the rotation of

the adjustable lower wheel. The bran is removed by

polishing cans or rice hullers. The husk, bran and rice

are separated mechanically. (d) Rubber Roller Mills: Each mill consists of a pair of

rotating rubber rollers between which paddy is poured

at one to four tonnes per hour, depending on the

design of the mill. Shelling results from the abrasion

created by the two roller turning at slightly different

speeds. Soft rollers minimize breakage.

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5. Polishing: Polishing is the removal of bran and germ from

the rice grain.

6. Separating: This means separation of the parts of broken

grain from whole grain.

7. Grading: Grading is separation of rice by size. Head rice is

the grain that is th of a whole grain and larger broken are smaller grains.

In addition to the processing of the above food groups, there are

other food processing industries numbering about 16,000 and employing


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(1) Drying: Drying refers to the reduction of the moisture

content in paddy to about 14 percent. At the time of

harvesting, paddy contains 16 to 18 per cent moisture.

Drying can be done either in the sun or by means of a

mechanical drier (forcing heated or unheated air through the

paddy in a bin or a thin moving stream). Mechanical drying was introduced in India in 1965.

(2) Cleaning: Cleaning is done to remove the foreign matter

present in the paddy.

(3) Parboiling: Parboiling involves soaking and steaming paddy

to impart a desired flavour to it and to increase the out-turn. It reduced breakage in milling improves storage life, and

helps in the preservation of vitamins and protein in the rice

grains.

rural marketing ppt mamta

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