Influence of Agricultural Marketing on Indian Agribusiness – A Marketing Personnels' POV

Abstract

India's agriculture industry is crucial to the overall growth of the country's economy. As a consequence of this, boosting the output of agriculture is strongly encouraged. In order for the marketing infrastructure to keep up with rising agricultural output, it will need to undergo development. For this reason, a robust agricultural marketing system is of the utmost significance for a nation that relies so heavily on farming as the primary economic activity. At the current time, the agricultural industry is confronted with a substantial number of dangers and obstacles. Farmers suffer from extreme poverty and have significant amounts of debt. As a consequence of this, the number of farmers who take their own lives is quickly increasing. Over the course of the last several years, the percentage of GDP that is contributed by agriculture has been continuously decreasing. Changes are being made in the composition of the agricultural labour force. There is a rising lack of labour due to the fact that individuals are departing from the agricultural sector and moving into the construction, textile, and other unorganized sectors. The over-application of fertilizer and pesticides is another factor that reduces production. Agricultural marketing is comprised of a number of different procedures and activities that work together to ensure that food and raw materials make it from the land of production to the end users. Not only are there local markets for the products of agriculture, but there are also international and industrial markets. The most effective method of marketing is one that allows the farmer to make a satisfactory quantity of profit from their labour. In this study, the researcher has used both primary and secondary sources for gathering the data, also respondents are chosen based on the convenience sampling method. From the overall analysis it, is noted that the application of agriculture marketing enables in enhancing the income of the individuals, effectively supports in increasing the GDP and creating employment.