Agricultural marketing

MARKETING CHANNELS 
Marketing channels are routes through which agricultural products move from 
producers to consumers. The length of the channel varies from commodity to 
commodity, depending on the quant9ity to be moved, the form of consumer demand and 
degree of regional specialization in production. 
DEFINITION 
A marketing channel may be defined in different ways according to Moore at al 
the chain of intermediaries through whom the various foodgrains pass from producers to 
consumers constitutes their marketing channels. Kohls and Uh/
2
have defined marketing 
channels as alternative routes of product flows from producers to consumers. 

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FACTORS AFFECTING LENGTH OF MARKETING CHANNELS 
Marketing channels for agricultural products vary from product to product 
country to country, lot to lot and time to time. For example, the marketing channels for 
fruits are different from those for foodgrains. Packagers play a crucial role in the 
marketing of fruits. The level of the development of a society or country determines the 
final form in which consumers demand the product. For example, consumers in 
developed countries demand more processed foods in a packed form. Wheat has to be 
supplied in the form of bread. 
MARKETING CHANNELS OF DISTRIBUTION 
The course taken in the transfer of the title of a commodity constitutes its channel 
of distribution. (OR) It is the route taken by a product in its passage from its first owner 
i.e. producer to the last owner, the ultimate consumer.
Important channels of distribution :
1. Producer or manufacturer – Retailer – Consumer.
2. Producer or manufacturer – Consumer. 
3. Producer or manufacturer – Wholesaler – Retailer – Consumer. 
4. Producer – Commission agent.
Wholesaler is most important functionary in the chain of distribution of goods.