Opcions de canal preferides en màrqueting de vegetals: paper dels factors ambientals macro i micro a Odisha

Autors/ores

DOI:

https://doi.org/10.1344/jesb2023.8.2.39830

Paraules clau:

elecció del canal de mercat, agricultura, hortalisses, factors macro, microfactors, SEM

Resum

La globalització de l'agricultura ha obert noves oportunitats, reptes i una competència més dura a l'Índia. Aquest article explora i avalua diversos factors macro i micro que influeixen en les eleccions de canals de màrqueting fetes pels productors d'hortalisses d'Odisha. S’han recollit respostes de 323 agricultors d'hortalisses i 110 comissionistes i 192 minoristes de cinc districtes d'Odisha. Les dades s’han analitzat mitjançant SPSS per confirmar la fiabilitat, la validesa i la reducció de les dades. AMOS s’ha utilitzat per dissenyar el model d'equació estructural. L'accés al coneixement del mercat té un signe positiu per a les opcions de mercat tant organitzades com no organitzades, que és coherent amb la hipòtesi. Per tant, el valor suggereix que augmentar el coneixement del mercat pot augmentar-ne la participació. La millora de les pràctiques i l'experiència en la qualificació també mostra un augment de la implicació dels mercats organitzats i no organitzats. Tenint en compte aquests reptes de màrqueting, aquest estudi suggereix millorar la participació dels agricultors emergents als mercats d'exportació.

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Biografies de l'autor/a

Rajeev Kumar Panda, National Insitute of Technology Rourkela (India)

Professor, School of Management, National Institute of Technology Rourkela, India

Dibya Nandan Mishra, Symbiosis International (Deemed University), Pune(India)

Assistant Professor, Symbiosis Institute of Business Management, Pune, Symbiosis International (Deemed University), Pune, India

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2023-07-01

Com citar

Panda, Rajeev Kumar, and Dibya Nandan Mishra. 2023. “Opcions De Canal Preferides En màrqueting De Vegetals: Paper Dels Factors Ambientals Macro I Micro a Odisha”. Journal of Evolutionary Studies in Business 8 (2):168-212. https://doi.org/10.1344/jesb2023.8.2.39830.

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