• Dr. S.ANGURAJ

India is a country of peasants and agriculture provides sustenance to more than two-third of the Indian population. Agriculture is the backbone of the Indian economy and no planning for economic growth can be fruitful without the development of agriculture sector. The mango cultivation is one of the important segments in the horticultural operation of our country. In general, the mango growers are economically and socially weaker people and faced by various problems such as under employment, lack of financial resources and involvement of intermediaries. Since, the mango cultivation is a seasonal one; it is obvious that they have been unemployed for about six month in a year. The mango growers are exploiting from marketing intermediaries like moneylenders and pawnbrokers. Most of the farmers are illiterate and therefore they are not aware of marketing strategies to market their produce. Moreover, they are not aware of the prevailing price trend in different centers. Therefore, there is a necessity to study the marketing prospects and problems of the mango growers in Krishnagiri district. Adopting convenient sampling, 150 farmers from Krishnagiri taluk were selected for this study. The chi-square test and analysis of one-way variance have been employed to study the relationship between the demographic variables of the farmers and their satisfaction on the mango marketing in Krishnagiri district. Price fluctuation, lack of market information, inadequate market finance, lack of transport facility, inadequate storage facility and malpractices of the middlemen were the problems of the sample farmers in marketing their mangoes in Krishnagiri district. The researcher has suggested suitable measures for the prospects of mango marketing in Krishnagiri district.

Mango cultivation, agricultural marketing, marketing of fruits, mango marketing, etc.

"PROSPECTS AND PROBLEMS OF MANGO MARKETING IN KRISHNAGIRI DISTRICT ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.313-319, May-2019, Available :http://www.jetir.org/papers/JETIRBP06057.pdf

"PROSPECTS AND PROBLEMS OF MANGO MARKETING IN KRISHNAGIRI DISTRICT ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp313-319, May-2019, Available at : http://www.jetir.org/papers/JETIRBP06057.pdf