SEMINAR PRESENTATION

ON
AGRICULTURE
MARKETING
( NATURE , SCOPE &
OBJECTIVES )

PRESENTED BY :- SAYED MUNIRUDDIN

AGRICULTURAL MARKETING
 CONCEPT AND DEFINITION

• The term agricultural marketing is composed of two words – agriculture and

marketing. Agriculture, in the broadest sense, means activities aimed at the
use of natural resources for human welfare, i.e., it includes all the primary
activities of production. But, generally, it is used to mean growing and/or
raising crops and livestock.
• Marketing encompasses a series of activities involved in moving the goods
from the point of production to the point of consumption. It includes all
activities involved in the creation of time, place, form and possession utility.
• Philip Kotler has defined marketing as a human activity directed at satisfying
the needs and wants through exchange process.
 AGRICULTURAL MARKETING

Agricultural marketing is inferred to cover the services involved in

moving an agricultural product from the farm to the consumer. It is also
the planning, organizing, directing and handling of agricultural produce
in such a way as to satisfy the farmer, producer and the consumer.
all business activities that direct the flow of goods from the farm
producers to the consumers, so that they got them in time, right place
and in the proper form they want and at the reasonable price they are
prepared to pay for it.
 AGRICULTURAL MARKETING

 Agricultural marketing Marketing is the connecting link between farm producers and
consumers. The link involves two activities : Physical distribution: Concerned with
physical handling, processing, transfer of raw and semi finished or finished goods from
the point of production to the point of consumption . Economic exchange: Concerned with
the exchange and price setting processes during the marketing stage or system.

 Agricultural marketing is the performance of all business activities involved in the flow of
food products and services from the point of initial agricultural production until they are
in the hands of the consumers . Definition has the following implications : Farm gate:
Before production there should be a market thus, marketing begins at the farm gate .
Interdependence: Between farmers, middlemen and consumers.
 OBJECTIVES

• Increase the profit of farmer

• Provision of up to date information about market
• To stabilize the price level
• Creates better and exportable standard of goods
• Best use of surplus production
 NATURE & SCOPE

• NATIONAL INCOME :-
• Agriculture contributed 31.6% of the national income of India. It
is substantial than other countries.
• TOTAL EMPLOYMENT :-
• Around 65% population is directly and indirectly depends on
agriculture. Nearly 70% of rural population earns its livelihood
from agriculture. In cities also , a considerable part of labor
force is engaged in processing and marketing of agricultural
products .
 NATURE & SCOPE

• INDUSTRIAL INPUTS :-
• Agriculture is the principle source of raw material to the
industries . The industries like cotton , textile , jute , paper ,
sugar depends totally on agriculture for its raw material .
• FOOD SUPPLY :-
• Growth in agriculture increasing food production which is
necessary for the increasing population . India , now , is able to
meet almost all the need of its population with regards to food.
 NATURE & SCOPE

• STATE REVENUE :-
• The agriculture is contributing the revenue by agriculture
taxation includes :-
Direct tax ( land revenue , cesses and surcharge on land
revenue ).
Indirect tax ( sales tax , custom duty and local octroi , etc.
 CONCLUSION
• Agricultural marketing plays an important role in the growth and
development of farming and agriculture outputs essential for the rural
development of India.
• An improved and efficient system of agricultural marketing helps in the
growth of agro-based industries.
• Agricultural marketing plays an important role not only in stimulating
production and consumption, but in accelerating the pace of economic
development. Its dynamic functions are of primary importance in promoting
economic development.
• Agricultural marketing system provides employment to millions of persons
engaged in various activities, such as packaging, transportation, storage
and processing, etc.
THANK YOU…