Abstract

Background: Agricultural marketing plays an important role in Indian agriculture in general and farmer's economy in particular. The use of information technologies provides transparency in agri-business and making appropriate decisions in marketing of agricultural produce.

Objectives: The study was conducted in north eastern Karnataka regions with an objective to identify and assess the extent of use of electronics and communication technologies (ECTs) in marketing of agricultural commodities and also to investigate the nature and extent of economic benefits by use of ECTs to farmers and other stakeholders in marketing of agricultural commodities.

Methodology: Random sampling procedure was used during the study period and sample size consists of 120 farmers (sample respondents). Both primary and secondary data was used in the study during the period from 2011- 2014. The Primary data collected from the farmers with respect to the electronic facilities available in the market for the sale of their produce and its utilization.

Results: The findings of the study reveal that, the farmers were not directly benefitted as in the case of either the traders or other market functionaries. The illiteracy of farmers and limited access or no access makes the web portals redundant for them.

Application/Conclusion: The tangible, electronics devices used in the markets would ease the marketing process and help the farmers in realizing the quality and quantity of their produce and a remunerative price for their produce. The presence of e-balance and e-tendering process involved in selling and buying process has reduced market operation time. Thus these electronic equipments had no direct impact on the price mechanism but alleviated the buying and selling processes. Further, the use of electronic devices and communication technologies in agricultural marketing are effective tool to improve the marketing efficiency in business and transparency in transaction of agricultural produce.

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