Agricultural Marketing

Agricultural marketing systems play a vital role in determining farmers income stability, price realization, and overall economic sustainability. In India, farmers largely depend on regulated markets operated by the Agricultural Produce Market Committee (APMC) and cooperative procurement agencies such as the National Agricultural Cooperative Marketing Federation of India (NAFED) for selling their agricultural produce. The present study examines farmers preference for agricultural marketing channels, with specific reference to APMC and NAFED in Amravati District, Maharashtra, focusing on cotton, soybean, and tur crops. The study analyzes the factors influencing farmers choice of marketing channel, including price realization, assurance of Minimum Support Price (MSP), timeliness of payment, transparency in transactions, market accessibility, and availability of infrastructure. A descriptive and analytical research design was adopted. Primary data were collected directly from 35 farmers in Amravati District through a structured questionnaire, while secondary data were obtained from government reports, institutional publications, and relevant literature. The collected data were analyzed using percentage analysis, comparative analysis, and the chi-square test. The findings indicate that APMC is widely preferred due to ease of access and immediate payment facilities, whereas NAFED is favored for price stability and MSP assurance. The study provides practical insights for policymakers and marketing institutions to improve agricultural marketing efficiency and strengthen farmer welfare.