Which kinds of clients are more effective on Agricultural Marketing and why use Agricultural Marketing?

The ultimate target for agricultural marketing practices are those who actually buy and eat the farm produce. As this consumer base represents nearly everyone, marketing campaigns often focus on one segment of the population at a time. People from different regions, as well as different cultural and socioeconomic backgrounds, tend to purchase different foods.

Thus, campaigns for “organic” food, as well as those touting “environmentally responsible” practices, are more effective among the affluent than among the poor. ) Campaigns promoting local produce (and by implication, the local economy) are more effective among the middle class. Since food consumption varies a great deal among ethnic groups, other campaigns leverage products’ uses in ethnic cooking or as substitutes for traditional ingredients.

Why Use Agricultural Marketing?

·Agricultural products are perishable; therefore, a failure to sell on time results in wasted harvest. All wasted harvest represents a cost of land, water, labor, storage—and no income to show for it.

·Agricultural prices can be quite variable, impacted by changes in weather and harvests in far corners of the world.

·Different production methods mean that not all food is the same—but this information is meaningful only if the consumer knows about it.

If you had the money, there might be some exceptions: dried fruits, wines, spices, maybe some olive oil. However, for the most part, you ate what you or your close neighbors grew—provided the rains came, the harvest was good, and there were no natural disasters to sweep it away. If you didn’t grow your own food, you probably knew who did, buying it from them personally at the village market.

Then came the modern agricultural revolution, and suddenly a greater variety of foods were available from around the world. Improvements in technology and transportation produced food surpluses and enabled people to obtain food from the furthest reaches of the globe.

Today, instead of buying most of our food from farmers, we buy from supermarkets that have gathered selections of food from thousands of farms from around the world (See also Shopper Marketing). This is excellent news for the consumer, but a challenge for the farmer, who now must compete in a global market instead of a local one.

Our food choices today are unprecedented, but they are also increasingly complex. Consumers can buy food from other countries—but are they better off buying food grown locally to help the economy? Should a farmer use environmentally responsible practices? What about genetically modified foods? “Organic” foods?

Such questions offer farmers many opportunities, as they attempt to differentiate their produce from similar produce in the market. But such a task depends upon successful communication with customers and distributors, as they try to market their products better than the competetion.

Who employs agricultural marketing?

Agricultural marketing techniques are used in every corner of "agribusiness," including small farms, corporate farms, and collectives; distributors; manufacturers of farm equipment, pesticides, and genetic enhancements for crops and livestock; feed and seed sellers; and more. Additionally, there are also government agencies which monitor and direct agribusiness practices.

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Following measures can be adopted to improve the agricultural marketing :1. Improved Transport Facilities :-The government should increase the road facilities and rural areas should be linked with the markets. It will enable the farmer to sell his product in the market directly in the hands of consumers.2. Increase in the Credit Facilities :-The government should increase the credit facilities to the small farmers. No doubt all the commercial banks are providing this facility to the farmers but still it is not sufficient.3. Increase in Storage Facility :-The government should provide loan to the framer for storage facilities. The government should also construct the stores to keep the stocks of various goods.4. Market Reforms :-The government should improve the market system in the country. Market committee should be reorganized. Markets inspectors should check the prices of agricultural products. The strict laws should be introduced.5. New Markets :-The government should build the new markets near the producing centers. It will enable the farmer to get proper reward.6. Cold Storage :-This i an important part of organized markets. These are very useful for the perishable goods like fruits and vegetable. The government should expand the scope of cold storage.7. Market Information :-Market demand and supply condition can be provided to the framers through radio, T.V and newspaper. The government should also pay special attention to this side.8. Grading of Product :-There are various agencies which are busy in grading agricultural product. There is a need to expand these organizations for effective of marketing system,9. Marketing Research :-The government should allocate a sufficient amount on marketing research to make the agricultural marketing more effective.

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