A Study on Consumers’ and Farmers’ Satisf...

A Study on Consumers’ and Farmers’ Satisfaction towards Uzhavar Santhai (Farmers’ Market) In Thiruvannamalai District, Tamil Nadu

Author Name : Dr. K. Jothi, Mr. M. Saravanan

ABSTRACT Direct marketing by farmers is being encouraged as an innovative channel. Uzhavar Sandhai, the farmers’ market was a communal initiative started by the government of Tamil Nadu in the year 1999.The main aim of UzhavarSandhai is to help farmers to bring and sell their produce directly to consumers by passing middlemen and Commission agents. The farmers do not yield the benefit as the marketing system for fruits and vegetables is mostly in the hands of middlemen. Middlemen exist at various levels between the farmer and the consumer and exploit through malpractices in weighing, handling and payments. The main objective of the study is to about the factors influencing the farmers’ market their produce in Uzhavar Sandhai in Thiruvannamalai district.