Effectiveness and efficacy in agricultural marketing channel a study with special reference to coconut products Kerala

Abstract

The study entitled Effectiveness and Efficacy in Agricultural Marketing: A Study with Special Reference to Coconut Products from Kerala , is a research attempt to throw light on the existing marketing practices with special focus on distribution practices of coconut producers from Kerala. The coconut producers in Kerala suffers from lower price realization for coconut products and resultant declining interest n coconut cultivation. The reasons attributed are narrow customer base for value added products from Kerala and lack of a sound marketing system for coconut in Kerala. To address these issues, the study focusses on the effectiveness of marketing practices from a producer perspective and on the efficacy parameters from a retailer perspective. The study throws light of the moderation effect of channel choice on the relationship between value added products and marketing effectiveness. newlineThe literature review has been covered by consolidating available literature under six major areas of agricultural marketing, coconut production, role of institutional and non-institutional agencies, supply chain of coconuts, coconut marketing and value addition in Canada. The researcher identified evidence gap, methodological gap, empirical gap, theoretical gap and population gap in the field of coconut marketing activities in Kerala. The researcher, in his study have tried to address these gaps in the current study. The conceptual framework developed helps in better understanding of the issues addressed in the research. newlineThe research objectives of the study focus on examining the channels of distribution of coconut products, analyzing the impact of occupation variables and Value addition on the marketing effectiveness of coconut products, analyzing the significance of Marketing Channel choice on value addition and its effectiveness, studying impact of retail store variables on Marketing activities and marketing efficacy of Coconut products and analyzing the effect of marketing activities on the marketing efficacy of the coconut