• A. Sarathkumar
• R.sathiya
• Dr.V. Banumathy

The study focused on Farmer Producer Company in the marketing of black gram in Gingee block of Villupuram district. The study was conducted using data collected from the selected Farmers Producer Company members and non – members in Gingee block. For comparison, 30 members 30 non-members were selected randomly. The main objective of the study was to analyse the marketing efficiency, perception level of respondents and response for preference. The statistical tools like price spread analysis, scaling techniques and ranking analysis were used. The results are revealed that the highest profit was earned by wholesaler in channel I (Rs. 29/Kg). The second channel was identified as an efficient channel because it would be profitable to the farmers and reasonable to the consumers. 87 per cent of members had high level perception and they were well aware of feature of Farmer Producer Company. Reasons for the preferring Farmers Producer Company were in the first order of nearest one respectively. The limitation for membership was the major constraints for non-preference of Farmer Producer Companies can help small holder farmers participate in emerging high – value markets, such as the export market and the unfolding modern retail sector in India. The study concluded that the producers who are not selling their produce through Farmer Producer Company will also be benefitted by increasing the number of members and extending their area of operation.

Farmer producer company, marketing efficiency, perception level, scaling techniques, export market

"MARKETING OF BALCK GRAM THROUGH FARMER PRODUCER COMPANY- A CASE STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.360-367, May-2019, Available :http://www.jetir.org/papers/JETIR1905059.pdf

"MARKETING OF BALCK GRAM THROUGH FARMER PRODUCER COMPANY- A CASE STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp360-367, May-2019, Available at : http://www.jetir.org/papers/JETIR1905059.pdf