ADOPTION OF MARKET ORIENTED FARMING AMONG HIGH-DENSITY APPLE CULTIVATORS IN THE STATE OF HIMACHAL PRADESH
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Date
2024-06-20
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UHF Nauni
Abstract
The present study entitled, “Adoption of Market Oriented Farming Among High-Density Apple Cultivators in the State of Himachal Pradesh” was conducted in Himachal Pradesh by selecting a sample size of 312 farmers from Kullu, Shimla Solan district of the state. A multi-stage purposive sampling technique was used for the sampled households in the study area. Primary data was collected through a well-designed pre-tested schedule by survey method. The secondary data was collected from various publications and government departments. The research explored the notion that high-density farmers prioritize marketing their produce over personal consumption, demonstrating a clear market orientation. Moreover, the research emphasizes the strategies adopted by these farmers to enhance their market orientation, taking into consideration socio-economic variables. The research also indicated that the level of farmers' awareness regarding government schemes, market services, and the sources from which they obtain planting materials influences their orientation towards the market. Moreover, with the help of empirical obtained through multinomial logit model analysis, the present research concluded that the type of household and how they produce things had different effects, but where farmers get their market information from was very important. Characteristics such as age, education, income, occupation, land size, and experience in high-density apple cultivation influenced the preferred selling channel among farmers. Additionally, the principal components analysis results showed that factors affecting farmers' adoption of market-oriented farming in high-density apple cultivation include retail price, shelf life, texture, appearance, consistent supply, and unique flavour of the fruit. Ultimately, market-oriented farming improves farmers' market access, both domestically and internationally, by enabling them to meet demanding quality standards and consumer preferences. Furthermore, the marketing constraints results were obtained through Kendall’s W. It has been found that major hindrances include high prices and insufficient availability of rootstock and skilled labor, as well as concerns regarding chemical fertilizers, plant protection chemicals, irrigation facilities, transportation, grading, and packing materials. Challenges related to the market include fluctuations in prices and inadequate storage facilities. Hence, it is recommended that these challenges receive urgent attention and prompt action from government authorities and relevant agencies. Neglecting them may complicate the adoption of market-oriented approaches in the studied area.