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INTRODUCTION
India is predominantly an agricultural country.60% of the Indian population is dependent on agriculture for their livelihood. Formerly ,agriculture was practiced on a subsistence basis. With the development of means of transport and storage, agriculture has become commercial in character. Farmers are growing those crops that fetch a better price. Marketing is considered to be an integral part of agriculture. In modern marketing systems, the agricultural produce has to undergo a series of transfers or exchanges from one hand to another before it finally reaches the consumer. The Indian Council of Agricultural Research defined agricultural marketing as the involvement of three important functions-Production, Processing and Marketing.
To reduce the price difference between primary producers and ultimate consumers.
To make available, all the products of farm origin, to the consumer at reasonable prices without diminishing the quality of the produce.
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