MARKETING BEHAVIOUR OF JASMINE GROWERS IN DINDIGUL DISTRICT OF TAMIL NADU

Jasmine flower is used for various purposes viz. making garlands, bouquets, decorating hair of women, religious offerings etc. Scientific cultivation of jasmine is one of the important prerequisites for increasing the production and productivity among the jasmine growers. Since the crop requires huge manpower for harvesting and other operations, only small farmers are cultivating the crop. In general, it is felt that studies on marketing behaviour of jasmine growers is neceessary. Hence, the present study was undertaken with the objective to study the marketing behaviour of Jasmine growers in Nilakottai block of Dindigul district. The respondents were selected based on proportionate random sampling method. The data were collected from respondents through pre-tested interview schedule. The results of the study revealed that majority of the respondents received full payment and it is seen that 76.60 per cent of the respondents sold their produce in the markets. More than two-fifths of the respondents considered the immediate payment as the main criteria for the selection of market followed by receipt in advance (10.00%). 53.30 % growers sell their produce with middle man involvement. Majority of the respondents reported that existing marketing facilities were not sufficient and the rest 40.00% and 60.00% were satisfied with the existing market facilities.