Marketing Channels, Price Spread and Marketing Efficiency of Pineapple in Uttara Kannada District of Karnataka, India: An Empirical Analysis

Abstract

The study analyzed marketing channels, price spread and marketing efficiency of pineapple in Uttara Kannada district of Karnataka during 2022-23. Primary data were collected from 130 respondents, comprising 100 farmers and 30 market intermediaries, from Sirsi and Siddapur taluks. A multi-stage purposive sampling procedure was used, and the analysis employed price spread, Shepherd’s marketing efficiency index, Acharya-Agarwal’s method and producer’s share in the consumer’s rupee (PSCR). Three channels were identified: Channel-I (Farmer-Retailer-Consumer), Channel-II (Farmer-Processing Unit-Retailer-Consumer) and Channel-III (Farmer-Commission Agent/Wholesaler-Processing Unit-Retailer-Consumer). Channel-I recorded the highest PSCR (69.12%), the lowest price spread (Rs. 9,584/tonne) and the highest marketing efficiency indices (Shepherd’s: 3.24; Acharya-Agarwal: 2.54), indicating the relative advantage of shorter marketing chains. Channel-II provided the highest gross price to farmers (Rs. 25,400/tonne) but had moderate efficiency, with a PSCR of 57.64 per cent. Channel-III was the least efficient, with the lowest PSCR (51.72%) and the widest price spread (Rs. 19,558/tonne), reflecting the cost of multiple intermediaries. The findings suggest that shorter channels can improve producer returns and consumer affordability, although bulk disposal requirements and perishability continue to limit their wider use. Strengthening farmer producer organisations, improving direct marketing linkages and expanding cold-chain and transport infrastructure may support more efficient pineapple marketing in the study area.