International Journal of Agriculture Extension and Social Development

author(s)
Pottappa K, C Narayanaswamy, Ganapathy MS, TL Mohankumar and S Ganesamoorthi

abstract
The present study was conducted to analyze the Marketing Behaviour of pomegranate growers under National Horticulture Mission (NHM). Overall marketing behaviour of beneficiary pomegranate growers of both districts revealed that, 100.00 per cent of respondents were selling raw form and 61.67 per cent they do grading and packing always and 75.83 per cent sold the produce at farm site,38.33 per cent they sold to village level traders and about 40.83 per cent of the selling information obtained from neighbour friends and relatives,58.33 per cent of them sold immediately after the harvest,61.67 per cent of them use tempo/lorry for transport of produce and 46.67 per cent of them sold to get ready cash. Overall marketing behaviour of non-beneficiary pomegranate growers of both district revealed that, 100.00 per cent of respondents were sold raw form and 48.33 per cent they do grading and packing always and 56.67 per cent sold their produce at farm site,41.67 per cent they sold to village level traders and about half of the respondents got (50.00 per cent) information from neighbour friends and relatives,61.67 per cent of them sold immediately after the harvest,55.00 per cent of them use tempo/lorry for transport of their produce and 36.67 per cent of them sold to get ready cash. The findings highlighted the importance of improving Marketing Behaviour and outreach efforts for to increase their participation and get benefit from NHM and improve their economic condition for better scheme implementation and spread of positive impact of the NHM.