Dynamics of Marketing Behaviour among the Traditional Rice Farmers in Kerala

Abstract

There are many traditional rice varieties being cultivated in various parts of Kerala. While cultivating them, farmers follow traditional practices using special type of implements and tools. But now the area has drastically declined and they are confined to certain pockets and mostly taken up by older farmers. Wayanad and Malappuram districts of Kerala were purposively selected for the study. Sixty farmers from Wayanad district and thirty farmers from Malappuram district were randomly selected. Marketing behaviour of farmers has a great role in the sustainable development and promotion of traditional rice varieties. The study revealed that marketing behaviour of majority of the farmers could not be rated as high. Marketing behaviour of farmers was significantly influenced by age, education, gender, occupation and experience. Higher level of education had a significant role in the development of marketing behaviour among farmers. Shortage of skilled labour, lack of irrigation facilities and lack of transportation facilities were the main constraints faced by the traditional rice farmers.