Agricultural marketing

1. Production Pattern: 
Significant change s occur in the production pattern because of technological, 
economic and institutional factors. The market structure should be re-oriented to 
keep pace with such changes. 
2. Demand Pattern: 
The demand for various products, specially in terms of form and quality, keeps on 
changing because of change in incomes, the pattern of distribution among 

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consumers, and changes in their tastes and habits. The market structure should be 
re-oriented to keep it in harmony with the changes in demand. 
3. Costs and Patterns of Marketing Functions: 
Marketing functions such as transportation, storage, financing and dissemination 
of market information, have a great bearing on the type of market structure.
Government policies with regard to purchases, sales and subsidies affect the 
performance of market functions. The market structure should keep on adjusting 
to the changes in costs and government policy. 
4. Technological Change in Industry: 
Technological changes necessitate changes in the market structure through 
adjustments in the scale of business, the number of firms, and in their financial 
requirements. 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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Lecture No. 2 
Agricultural Marketing – Meaning – Definition – Scope – Subject matter – 
Importance of Agricultural Marketing in economic development.