Marketing of coir fibre: A case of east Godavari District of Andhra Pradesh

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Author: 
Chantibabu Naidu, G. and Dr. Nagaraja, G.
Abstract: 

India is not only the largest producer, but also, the main consumer of coir and coir products in the world. The Indian market constitutes around 45 percent of the world market for coir and coir products. Over 55 percent of the coir produced in India is consumed internally. The present study is focused on internal marketing of coir fibre, the information collected from 10 coir fibre extraction units, 20 local traders, 15 market traders, 10 wholesalers and 10 retailers from East Godavari District of Andhra Pradesh in the financial year 2013-14. The article mainly emphasised the marketing cost, marketing margin, price spread, efficiency of different marketing channel. The net price received by producers in consumer’s rupee in marketing channel I is 54.36 percent, channel II: 64.14 per cent and channel III 67.30 per cent signifying producer-consumer channel the highest marketing efficiency channel according Shepherd’s Acharya-Agarwal and Composite Index Method, the marketing Efficiency Index of Channel III is great than of channel I & channel II.

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