Agriculture Marketing: An Overview

Abstract

India is an agricultural country and one-third portion of the population of India is depends on the agricultural sector directly or indirectly. The agriculture sector of India contributes about 25 percent to the national gross domestic product (GDP). As food is the uttermost need of every species on the earth like animals, human etc, so much emphasis has been on commercializing agricultural production. For this reason, adequate production and even distribution of food has behind schedule and become a high priority global concern. If we looked upon Centuries ago, we will analyze that people consumed only what was grown locally around them. Most of the people were, ate what they owned or produced and their close neighbors produced, provided that rains came, and the harvest was good. If they didn’t grow their own food, then they almost certainly knew who did buy it from them personally at the village market. Then due to improvements in technology and transportation, modern agricultural revolution come, and suddenly a variety of food products were available from around the world. Today, instead of buying most of the food products from farmers, people buy all products from supermarkets that have collected a variety of products from a number of farmers from around the world. This is excellent for the customer, but for the farmer, who now has to compete in a worldwide market rather than a local one, it is only a problem. Agricultural marketing tactics are employed by small farms, large farms, collective distributors, and farm equipment manufacturers in every aspect of "agribusiness." Additionally, there are government entities that monitor and direct agriculture activities.