Betel vine (Piper betle L.) farmers’ marketing behaviour: An analysis using the com-b model and multiple linear regression technique

Padma S R; Sree Madhumitha G; Anusha V

doi:10.24154/jhs.v19i2.2910

Authors

Padma S R Tamil Nadu Agricultural University, Coimbatore - 641 003, Tamil Nadu, India Author
Sree Madhumitha G Tamil Nadu Agricultural University, Coimbatore - 641 003, Tamil Nadu, India Author
Anusha V Anand Agricultural University, Anand - 388 110, Gujarat, India Author

DOI:

https://doi.org/10.24154/jhs.v19i2.2910

Keywords:

Betel vine, COM-B model, marketing behaviour, multiple linear regression model, sociogram

Abstract

Betel leaf, known as the ‘Green Gold of India’, has significant commercial potential, poised to boost foreign exchange reserves. The present study aims to understand marketing dynamics and improve farmers’ incomes. A mixed method survey, employing sociogram analysis and the COM-B model included 400 randomly selected farmers from Kumbakonam, Thanjavore district. Findings reveal a predominant reliance on village-level traders (43.08%), followed by commission agents (31.12%), export organizations (17.38%) and consumers (8.42%). Analysis of the COM-B model underscores the crucial roles of extension personnel and family support in marketing endeavours in highlighting challenges viz., market price awareness deficiency (31.80%) and ad-hoc selling practices driven by immediate cash needs (29.80%). Multiple Linear regression analysis indicates that COM factors account for 40.60% of the variance in marketing behaviour. The study emphasizes state intervention to enhance betel vine growers’ marketing strategies, including training, demonstrations, policy formulation, and storage facilities, to boost income.

Author Biographies

Padma S R, Tamil Nadu Agricultural University, Coimbatore - 641 003, Tamil Nadu, India

Department of Agricultural Extension and Rural Sociology, Tamil Nadu Agricultural University,

Coimbatore - 641 003, Tamil Nadu, India
Sree Madhumitha G, Tamil Nadu Agricultural University, Coimbatore - 641 003, Tamil Nadu, India

Department of Agricultural Extension and Rural Sociology, Tamil Nadu Agricultural University,

Coimbatore - 641 003, Tamil Nadu, India
Anusha V, Anand Agricultural University, Anand - 388 110, Gujarat, India

Department of Agricultural Extension and Communication, Anand Agricultural University, Anand - 388 110, Gujarat, India

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