A Study on Supermarket Supply Chain for Fresh Fruits And Vegetables In Lucknow District of Uttar Pradesh

Abstract

The present study examined the socio-economic profile, cost-benefit dynamics, and key constraints in the supply chain of fresh fruits and vegetables in Lucknow district, Uttar Pradesh. Using a multi-stage purposive-cum-random sampling technique, data were collected from 120 stakeholders including farmers, traders, retailers, wholesalers, and supermarket managers through structured interviews and schedules during the agricultural year 2023 2024. Analytical tools such as descriptive statistics, cost-benefit ratio (CBR), and Garrett ranking method were employed to derive insights. Findings revealed that traders formed the largest stakeholder group (30%), with males constituting a significant majority (78%). Most stakeholders were middle-aged, with considerable experience and diverse educational backgrounds. The cost-benefit analysis showed that wholesalers achieved the highest CBR (1:2.87), indicating superior profitability, followed by supermarket managers (1:1.52) and traders (1:1.34). Modern supply chains outperformed traditional ones with an overall CBR of 1:1.57 compared to 1:1.16, showcasing greater economic efficiency. Constraint analysis highlighted the involvement of middlemen, lack of direct market access, and unpredictable demand as the most pressing challenges. The study underscores the need for policy interventions aimed at promoting modernized supply chains, improving market linkages, and providing institutional support to optimize economic returns for all actors in the supply chain. newline