A Study on Marketing Aspects of Mango in Lucknow District of Uttar Pradesh

Abstract

newline The present study, titled quotA Study on Marketing Aspects of Mango in Lucknow District of Uttar Pradesh,quot aims to provide a comprehensive understanding of the mango marketing system in the region. Mango cultivation holds a significant place in the agricultural economy of Uttar Pradesh, particularly in Lucknow district, where a large number of farmers are engaged in its production. This study focuses on analyzing the socio-economic profile of mango growers to understand their production behavior and resource availability. It further investigates the key factors influencing the marketing of mangoes, including price fluctuations, market access, middlemen involvement, storage issues, and infrastructural constraints. The research also explores opportunities for direct marketing and value addition as potential means to enhance farmer income and reduce dependency on traditional market channels. Based on field data and stakeholder insights, the study puts forward strategic recommendations to improve the efficiency of the mango marketing system in Lucknow. These include better access to market information, strengthening farmer cooperatives, promoting value-added products, and encouraging government interventions for infrastructure development. Overall, this study seeks to bridge the knowledge gap between mango production and effective marketing, contributing to policy formulation and sustainable development in the horticulture sector of Uttar Pradesh.