Asian Journal of Managerial Science (AJMS)
Examining Saffron Income and Choice of Marketing Channel ConnectionAuthor : Binish Qadri
Volume 7 No.1 January-June 2018 pp 25-30
The study identified the marketing channels involved in the marketing of saffron and revealed grower preference to various marketing channels. Furthermore, it found that the choice of marketing channel depends on income of the saffron grower. The primary data was collected from the respondents (201 saffron growers, 6 dalals and local traders, 17, retailers/wholesalers and 5 firms) in the three selected villages of Pampore namely Letpora, Ledhu and Konibal based on interview schedule framed in accordance with the objectives of the study. Proportional sampling framework was followed for selecting the respondents of the study. The chi-square test for association has been used to find the relationship between two categorical variables which in case of present study is income and channel.
Marketing Channels, Intermediaries, Saffron Income, Choice of Channel
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