Marketing Efficiency and Price Dynamics of Off-Season Cabbage in Manipur: A Bernoulli–Binomial Approach

Abstract

Background: Vegetable cultivation plays a significant role in livelihood improvement and nutritional security, particularly in hill regions where land resources are limited and market access is often constrained. Off-season cabbage cultivation in Senapati district of Manipur has gained importance due to favorable agro-climatic conditions and higher market demand, making it a key commercial vegetable in the region. Aims: The study was undertaken to analyze marketable surplus, marketing channels, price spread, marketing costs and margins, and marketing efficiency of off-season cabbage in Senapati district of Manipur. Study Design: The study followed a descriptive research design based on primary survey data using simple random sampling with proportional allocation. Place and Duration of Study: The study was conducted in Mao-Maram and Paomata blocks of Senapati district, Manipur. Four villages namely Makuilongdi, Punanamei, Laii, and Tungjoy were selected. A total of 80 off-season cabbage growers were surveyed during the year 2022–23. Methodology: Primary data were collected from cabbage growers and market intermediaries using a structured interview schedule. Marketable surplus was estimated using standard surplus concepts. Marketing costs, margins, and price spread were analyzed across different identified marketing channels. Marketing efficiency was measured using standard efficiency indices to compare performance across channels. In addition, marketing and utilization patterns of off-season cabbage were analyzed using a Bernoulli–Binomial probabilistic framework, treating each unit of produce as a binary outcome of sale or retention/spoilage, enabling assessment of channel-wise marketing efficiency and risk in perishable commodity distribution. Results: The results revealed that a substantial proportion of cabbage production entered the market, indicating strong commercial orientation in the study area. Price spread analysis showed variation in producer’s share in the consumer’s rupee across different marketing channels. Longer marketing channels were associated with higher marketing costs and increased intermediary margins, thereby reducing the producer’s share. The Bernoulli–Binomial framework indicated variability in realization of marketable output, highlighting inefficiencies and risk in perishable vegetable marketing systems. Concluding Remarks: The study indicates that improving marketing efficiency through shorter supply chains, better market integration, and reduced intermediary costs can enhance producer’s share in the consumer’s rupee. Strengthening market infrastructure and promoting efficient marketing channels can significantly improve returns to cabbage growers in hill regions.