FACTORS INFLUENCING THE PRODUCERS' MARKET CHANNEL CHOICE IN FRUITS SUPPLY CHAIN: A STUDY IN KERALA STATE, INDIA

Abstract The present study was undertaken with the main objectives of analysis fruits supply chain and factors affecting producer's channel choice in Kerala State, India. For the purpose of the study, both primary and secondary sources of data were comprehensively used and analyzed. Secondary data sources were obtained from the Vegetable and Fruits Promotion Counseling of Kerala (VFPCK, Horticulture Mission National Board (HCMNB) in Kerala and Horticulture Market Promotion Office (HPMPO) and related reviews of literatures where as primary data were collected from 384 sampled fruit producing local farmers selected on proportionate sampling method. The collected data were processed through tabulation and analyzed using statistical tools such as percentage, frequencies, standard deviation, chi-square and binary logistic regression analysis. The result of binary logistic regression analysis reveals that explanatory variables such as market access, land size, the storage facilities, market price, transportation access, access to market information, the production quality and quantity and middlemen interactions were found to have significant effects on the fruit supply chain and the producers' market channel choice in the study area. Based on the findings, conclusions and recommendations were forwarded to empower the producer's market channel choices and restructure the marketing system of the fruit market in Kerala