Opcions de canal preferides en màrqueting de vegetals: paper dels factors ambientals macro i micro a Odisha
DOI:
https://doi.org/10.1344/jesb2023.8.2.39830Paraules clau:
elecció del canal de mercat, agricultura, hortalisses, factors macro, microfactors, SEMResum
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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