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villages from each taluka, was selected for the study purpose. Thus six villages were
purposively selected from each district. Researcher has selected functionaries (Farmers,
wholesalers, semi-wholesalers and retailers) for the study by using convenient sampling
method. A sample size of 965 respondents was considered which comprised 520 potato
growing farmers, 110 wholesalers, 135 semi wholesalers and 200 retailers. Structured
questionnaire comprising close-ended as well as open ended questions for the purpose
of data collection was used. Information was collected from both primary and secondary
sources. To follow a particular potato marketing channel, right from farmer to the retailer
the track was maintained while collecting the information so as to obtain information on
fresh as well as stored potato during the period of study. Appropriate statistical tools
were applied according to the objectives of the study. Factor analysis was also used to
identify the key important variables which were considered by the supply chain
intermediaries to take the decisions pertaining to sell and/or to purchase the potato.
ANOVA was also applied to compare the importance given to the key important variables
by the different intermediaries. The data was analyzed using statistical package for social
sciences (SPSS) version 20.0 and MS Excel.

For fresh potato marketing, three marketing channels were identified. These were
Channel I (Farmer (F)-Wholesaler (WS)- Semi wholesaler (SWS)-Retaier (R) –Consumer
(C), Channel II (F-WS through Commission Agent (CA) -SWS-R-C) and Channel III (F-R-C).
Channel I and channel II were prevalent in all the five districts whereas channel III was
observed in four districts viz., Banaskantha, Sabarkantha, Aravalli and Gandhinagar. This
channel was not prevelent in Mehsana district.

It was observed that for marketing of fresh potato, the farmers have to incur high
expenses towards packing material, transportation and weight loss. Whereas for
wholesalers semi wholesalers and retailers weight loss, spoilage and transportation were
major marketing cost. The total marketing cost in channel III was lowest since only one
intermediately was involved, while it was highest in channel II as one additional
intermediary (commission agent) was involved. The results also showed that in channel I
and II, total marketing cost was high in Banaskantha and Gandhinagar owing to
accessibility of labour and marketing amenities at relatively higher rate. In Sabarkantha
and Aravalli, total marketing cost was lower for having tribal areas and availability of
labour and other marketing amenities at comparatively lower rates. The marketing cost
had direct relation with the length of the channel.

The highest marketing cost in Gandhinagar and Banaskantha was attributed to
accessibility of labour and marketing amenities at relatively higher rate. The marketing
cost differs to a large extent from one channel to another and is associated with the

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