A Study Of The Marketing Channels Of Natural Rubber With Special Reference To Co-Operative Marketing In Kerala

The study is designed to gather, record, analyse and critically evaluate data on natural rubber production, consumption and marketing in Kerala. The scope of the study also covers the processing of natural rubber by rubber growers, especially small growers. Taking into consideration Kerala’s supremacy in natural rubber cultivation, a detailed study of marketing channels of natural rubber in Kerala, by giving special reference to co-operative rubber marketing has been given importance. Attempt has also been made to collect secondary data of the last 15 years

Structure of marketing channels of selected manufacturing industries in Kerala

The study evolved from the basic premise that the existing distribution structure is not adequate or adaptive to meet the needs of the expanding manufacturing sector and the emerging mass market. The hypothised causes of the problem are the following: marketing channels are not used for strategy differentiation by manufacturers: there are too many intermediaries in the channels; the distributive institutions are not adaptive; and there is very little control over the flow of products through the channels. These assumptions about the causes of the problem have been translated into specific hypotheses and tested with data. Empirical analysis, while supporting some of these hypotheses, challenges certain widely held notions. The ensuing summary presents the important findings, in the sequence in which they are discussed in the study.

Marketing Channels in Ornamental Fish Trade in West Bengal

A lucrative export market and high domestic demand has made ornamental fish industry in West Bengal a potential source for income generation. The study aimed to identify: (i) the commercially important size groups of main ornamental fish varieties available in the state; (ii) the existing supply chain; (iii) major constraints for development of the industry; (iv) and to anlayse price spread of commercially important varieties; and (v) to evaluate the profitability of operation at different stakeholder levels in the marketing chain. Export market of ornamental fishes in the state followed a single supply channel while three different distribution channels existed in the domestic market. High electricity charges was the major problem faced by breeders (producers/rearers) whereas lack of technical knowledge regarding transportation was the major constraint for wholesalers. Lack of knowledge on proper health management inhibited the growth of retail industry. The fresh water catfish, angel, molly, arowana, gold fish, tetras, and gouramis showed comparatively higher breeders’ share in consumers’ rupee. Wholesalers were earning comparatively higher annual profit than the other stakeholders due to moderate initial investment and also due to the comparatively lower risk involved.