Open AccessA STUDY ON FARMERS’ MARKETING STRATEGIES FOR AGRICULTURAL PRODUCE AND PROBLEMS FACED BY THE FARMERS DURING COVID-19 LOCKDOWN WITH REFERENCE TO CHITTOORDISTRICT, ANDHRA PRADESH
Author(s) -
P.B Reddy P.B Reddy
Publication year - 2021
Publication title -
international journal for innovative engineering and management research
Language(s) - English
Resource type - Journals
ISSN - 2456-5083
DOI - 10.48047/ijiemr/v10/i10/21
Subject(s) - agriculture , unavailability , business , closure (psychology) , covid-19 , order (exchange) , marketing , agricultural marketing , pandemic , agricultural economics , economics , marketing management , finance , market economy , engineering , geography , medicine , disease , archaeology , pathology , infectious disease (medical specialty) , relationship marketing , reliability engineering
In the wake of Covid-19,the complete lockdown was imposed frommid March to Mayin order to prevent spreadingof Corona virus in the Country.The Covid-19 pandemic triggered the imposing of restrictions on movement andclosure of state and national borders affected transportation of agricultural produce from farms to markets.With theclosure of local mandis, farmers were unable to sell their produce in physical market places.However, farmerscontinued to sell their produce timely despite disruptions at every stage of the agri supply chainwith theirunprecedented marketing practices during the Covid-19 lockdown periodowing to unavailability of transportationand closure of local mandis.Therefore, it is paramount to understand what viable marketing strategies were used byfarmers to sell out their agricultural produce during lockdown.In this study, it has been ascertained that there is aplight in the farmers to market their harvest during lockdown.This study showed that there is a fall in supply ofagricultural produce because of lower demand due to Covid-19lockdown. Hence, the farmers have endeavored tomarket their produce in village markets and semi ruraltownswith their own marketing strategies during Covid-19lockdown.