Marketing Efficiency of Cocoon in Salem District of Tamil Nadu, India

Abstract

Aims: The aim of this study is to assess the marketing efficiency of cocoon within the study area and to examine marketing challenges, subsequently proposing effective strategies to address these constraints. Study Design: Exploratory research design. Methodology: The research was carried out in the Salem districtof Tamil Nadu. During the month of July 2022, primary data was collected from a random sample of respondentsThe study examines cocoon production costs, returns, efficiency and marketing challenges. Data was collected from four blockswhichincludesOmalur, Mecheri, Attur, and Edappadi, thus comprising the total sample of140 respondents which includes112 farmers and 28 dealers. Personal interviews was conducted to gather primary data, Acharya’s technique is employed to calculate marketing efficiency and Garrett's Ranking Method was used to assess marketing constraints. Results: This study identifies that Acharya's marketing channel shows a nil net marketing margin, yet boasts 95.61 percentefficiency. Farmers receive a net price of ₹ 395.86, obtained by deducting marketing costs from the ultimate consumer price. Constraints faced by Salem's cocoon growers includes high transportation cost, price fluctuations in cocoon market, and trader scarcity. Conclusion: This study insist to maintain the minimum standard price for cocoon to mitigate price fluctuations, enhancing transportation infrastructure for bulk transport, and ensuring prompt and consistent payments. The successful implementation of these strategies holds the potential to facilitate the cocoon industry's progress and resilience in the face of constraints.