43

CHAPTER - II
REVIEW OF LITERATURE

This section reviews the studies on different aspects of mango marketing

connected directly and indirectly with the present study. The study of mango

marketing has attracted the attention of many researchers irrespective of

countries, be it developed, developing or least developed. Therefore, studies on

these experiments of such countries are also discussed and reviewed here. The

reviews of previous studies are given below.

Akbar and Rahman (1991)1 have made an attempt to study the marketing

of banana in select areas of Bangladesh. They found that largest volume of

banana was sold at the market place itself. They identified the different

channels and worked out the price. As the length of the marketing channels

increased, the farmer‟s share declined considerably and vice-versa.

Rajagopal (1992)2 in his article titled “Co-operative Intervention in

Fruits and Vegetable Marketing” stresses the importance of horticultural activities

and the role of technology. In the post-green revolution period considerable

attention has been given to technological advancement of horticultural crops

with a view to augmenting production and improving quality. The author has

analyzed the various constraints towards infrastructure, management, finance,

1
Akbar, M.A and Rahman, M.L (1991). Marketing of Banana by Farmers in Select Areas of
Bangladesh, Journal of Training and Development Vol. 4, No.1, pp.88-97.
2
Rajagopal (1992). Co-operative Intervention in Fruit and Vegetable Marketing, The Co-operator,
New Delhi, Vol. XXIX, No.14, pp.463.
 44

packaging and other related issues. In the primary investigation on the viability

of the fruits and vegetable market society, most of the farmers have expressed

that fruits and vegetable co-operatives in the region are viable and beneficial to

them.

Bansal (1994)3 in his study on “Development of Rural Market: As

Nucleus Growth Centres” highlights the significance of rural markets by

classifying the rural markets into three categories, viz., regular periodic market,

general market and daily market. He observes that at present there is no

uniformity among the selected markets, regarding the administration of rural

markets. In Uttar Pradesh and Orissa, the markets are mostly owned by

Panchayats. In Tamilnadu, private individuals own a number of markets and in

Karnataka Panchayats and market committees jointly supervise rural markets.

In the case of market owned by private individuals, the owners of land on

which the markets are held manage them. The author highlights certain strategies

for the development of rural markets, especially, on legal framework and

training of rural market managers. Considering the vast growth of potential,

development of rural market should receive a high priority in the plan of

development of agricultural marketing in the country.

3
Bansal, R.N (1994). Development of Rural Markets as a Nucleus Growth Centres, Kurukshetra,
New Delhi, Vol.XLIII, No.2, pp.3.
 45

Agarwal and Saini (1995)4 have conducted a study on “The Vegetable

Marketing: A Case Study of Jaipur Market”. The authors have studied the

whole vegetable market of Jaipur and revealed the problems of vegetable

marketing. The need for a cold storage for storing the surplus vegetables is the

major finding in this study.

Hariharan and Rajagopalan (1995)5 analyzed the marketing channels for

vegetables including banana. According to them the auction could be

conducted between 12.00 noon and 4.00 p.m. and the percentage of the

commission to agent on sale identified. The problems faced by the commission

agents on sale value could be fixed at 10 per cent. They identified the problems

faced by the commission agents like requirement of working capital, bad debt,

irregular supply and competition from new marketing centers. Retailers face

problems like the perishable nature of goods, high interest rate and uncertainty

of profit.

Ali Muhammed Khushk and Laurence E.D. Smith (1996)6 report that

fruits are an important sub-sector in the agricultural sector of Pakistan. Their

paper describes the structure and operation of the marketing channels, and

quantifies marketing margins of producers and other market agencies. Survey

results show that more than 90 per cent of producers have sold harvesting

4
Agarwal, N.L and Saini, T.C (1995). Vegetables Marketing: A Case Study of Jaipur Market,
Indian Journal of Marketing, January - June, Vol.9, No.1, p.36.
5
Hariharan and Rajagopalan, S (1995). Marketing of Vegetables at Trichirapalli: Problems of
Intermediaries, Indian Journal of Marketing, Vol.24, No. 8, pp.13-20.
6
Ali Muhammed Khushk and Laurence E.D. Smith (1996). Preliminary Analysis of the Marketing
of Mango in Sindh Province, The Pakistan Development Review, Vol. 35, No. 3, pp. 241-255.
 46

rights to their orchards and to contractors. As the result the producers‟ share

of the retail price has been calculated at 25 per cent. The other shares have been

43 per cent for contractors, 6 per cent for commission agents, 5 per cent for

wholesalers, and 21 per cent for retailers. Other indicators reported here are net

profit margins, duration and type of contract, method of contract price

determination, mode of payment, and conduct of auctions.

Sarin (1996)7 in his study titled “Marketing of Fruits and Vegetables:

Role of NAFED” examines the marketing strength by virtue of its member

marketing co-operatives and associates. NAFED has on its Membership State

Marketing Federation, Primary Society, NCDC, etc. and hence, it has access to

the gross root level farmers in the production region. It has extended its support

to the farmers for post-harvest treatment of horticulture produce such as pre-

cooling unit, grading and packaging line and grading plant, cold storage,

processing plant and marketing channels. It has opened an overseas office in

Dubai for the benefit of exporters of horticultural produces. Further, it has

opened a few retail distribution centers for the benefit of consumers keeping

the servicing margin at the bare minimum.

D'Haese Marijke et al. (1998)8 in their article titled “Problem Solving

Strategies for Small-Scale Emerging Commercial Mango Farmers in Venda”

7
Sarin, B.M (1996). Marketing of Fruits and Vegetables: Role of NAFED, Marketing Review,
Vol.XXVI, No.13, pp.8-9.
8
D‟Haese Marijke, Van Rooyen Johan, Van Huylenbroeck Guido and D’Haese Luc (1998).
Problem Solving Strategies for Small-Scale Emerging Commercial Mango Farmers in Venda,
Development Southern Africa, Spring, Vol. 15, No.3, pp.471-490.
 47

describe the prevailing farming system of emerging small-scale commercial

mango farmers in the Venda region of the Northern Province of South Africa.

Their analysis based on intensive group discussions with farmers and

prioritization of their problems using a problem tree‟ framework, as well as

comparisons with adjacent commercial mango farmers has enabled the

development of operational support strategies.

Rias Ahmed (1998)9 in his article entitled “Agricultural Marketing:

Challenges” highlights the role of agricultural marketing in economic development

and its infrastructure deficiencies. He has analyzed the structure of agriculture

market functioning in different parts of the country was analyzed since the

agricultural produces produced in one region of the country are sold in other

regions. Marketing of agricultural commodities in different parts of the country

has been undertaken by various market agencies such as local markets, district

level markets, regional markets, seaboard markets, wholesale markets and retail

markets.

Mandal (1999)10 in his study on “Agricultural Marketing Development

Policy in India”, has analyzed the major agricultural marketing policies made

by the government during Five Year Plans, from independence to the Ninth

Five Year Plan. The author highlights that during the Eighth Five Year Plan,

contract farming, contract marketing and direct marketing have received the

9
Rias Ahmed (1998). Agricultural Marketing: Challenges, Kurukshetra, Vol.47, No.3.
10
Mandal, M.K (1999). Agricultural Marketing Development Policy in India, Agricultural
Marketing, Vol. XLII, No.1.
 48

boost. It is envisaged that promoting direct marketing is one among the

National Agricultural Marketing Policy, for India Vision - 2020.

Mundar Ram (1999)11 in his study titled “Agricultural Marketing Issues

and Challenges” has made an attempt to analyze the existing marketing channels

of food grains as well as fruits and vegetables. The author suggests that the

concept of direct marketing by farmers to consumers in urban areas increases

their share in consumers’ rupee. The experiences of direct marketing in Punjab,

Maharashtra and Rajasthan have also been stated appreciably. The author also

highlights the recommendations made by the 9th Working Group that all the

cities in the country with population of one lakh and above are to be provided

with financial assistance to set up “Apni mandis” or a similar marketing

system.

Muthusamy (1999)12 in his study on “Kalaignarin Uzhavar Santhai”

highlights the major benefits enjoyed by the farmers as well as the consumers

utilizing the Uzhavar Santhai. The author states that an overall revolution will

emerge among the farmers living in villages and through this scheme the

economic development could be restructured among the farmers. According to

him, the people of all income groups have welcomed Uzhavar Santhai scheme.

11
Mundar Ram (1999). Agricultural Marketing: Issues and Challenge, Agricultural Marketing,
Vol. XLI, No.4.
12
Muthusamy, K (1999). Kalaignarin Uzhavar Santhai, Tamilarasu Malar 31, Idhal 9, p.1.
 49

Subramaniam (1999)13 in his article entitled “Risk Reducing and

Efficient Marketing Strategies for Perishables, Fruits and Vegetables” suggests

the strategies to reduce the common risk faced by the farmers regarding

perishables, fruits and vegetables. The author has suggested that proper storage

facilities should be provided to the farmers to avoid rotting.

Karunanidhi (2000)14 in his article entitled “Uzhavar Santhaigal: An

Economic Revolution in the Rural Villages” has analyzed the effective

utilization of Uzhavar Santhai by both farmers and consumers without a

mediator. The author highlights the cost of various vegetables available at a

nominal price with required profit for farmers. The economic revolution in

rural areas can be achieved by offering various facilities to the farmers,

especially, allotment of stall on free of cost and free transportation to bring

vegetables without any luggage cost. The author predicts various indirect costs,

which affect the farmers, and it all such barriers are removed, the farmers

could generate a high profit without any mediator, because in general marketing,

the middlemen enjoy a good amount of profit and naturally the farmer becomes

a looser. Through the introduction of Uzhavar Santhai, the farmers directly

bring all the produces without spending money for transport, mediators and

shops, and hence the farmers can generate good revenue simultaneously. The

consumers also spend a reasonable amount in getting good quality of fresh

13
Subramanian, K.V (1999). Risk Reducing and Efficient Marketing Strategies for Perishables,
Fruits and Vegetables, Indian Journal of Marketing, Vol.XIII, No.2, p.22.
14
Karunanidhi, M (2000). Uzhavar Santhaigal: An Economic Revolution in the Rural Villages,
Tamilarasu, Chennai, pp.15-17.
 50

vegetables and fruits. Further, the author states that through Uzhavar Santhai,

consumers can save a sizable amount every day. This sort of revolution on rural

economy is achieved very easily through Uzhavar Santhai.

Krishnamurthy (2000)15 in his study “Indian Rural Market: Problems

and Prospects” has examined rural prosperity, growing rural market challenges

in rural marketing and career in rural marketing. The author reiterates that

delivering a better standard of living and quality of life will be the new role for

rural marketing. The study also reveals that in the near future, the purchasing

power of rural consumer will be much more than his counterpart in urban

markets. The author concludes that it is evident that rural market is like a

goldmine and future marketing in India will be in rural India.

Haque and Singh (2001)16 while analyzing the problems of small

farmers in the production and marketing of fruits and vegetables, have

observed that the farmers are facing many problems such as non availability of

sufficient labour, failure of monsoon, the disease affecting the production, lack

of transport facilities and exploitation by commission agents.

Narasaiah and Sivamani (2001)17 in their study on “Rythu Bazaar: A

New Era in Agricultural Marketing” rightly points out the effective and

efficient system of marketing of agriculture produces as the need of the hour to

15
Krishnamurthy, R (2000). Indian Rural Market: Problems and Prospects, Indian Management,
Vol.39, No.10, p.52.
16
Narasaiah and Sivamani (2001). Rythu Bazaars: A New Era in Agricultural Marketing, Indian
Journal of Marketing, Vol.XXXI, No.9 - 10, p.18.
17
Shanmugasundaram, S and Natarajan, C (2001). A Study on Uzhavar Santhai, Indian Journal of
Marketing, p.13.
 51

protect the farmer from middlemen. The authors have made an attempt to

analyze the deficiencies in the existing marketing system of horticulture crops,

particularly, fruits and vegetables and assess the effectiveness of Rythu Bazaars

in overcoming such deficiencies. The authors recommend that certain steps are

to be initiated to encourage the existing farmers and new ones to grow

vegetables which are usually brought from the near by States.

Shanmugasundaram and Natarajan (2001)18 in their study entitled “A

Study on Uzhavar Santhai with Special Reference to Beneficiaries’ Attitude

towards Suramangalam Uzhavar Santhai, Salem” pinpoints the common

problems faced by farmers in general and in particular to the marketing area.

The authors highlight the farmers’ and consumers’ level of satisfaction by

using statistical analysis. The authors list out a few findings and make some

recommendations. They emphasize that the consumers’ expectations of certain

facilities in Uzhavar Sandhai are to be fulfilled. Such facilities are telephone,

vehicle parking, canteen, sanitary provisions, etc. Further, the authors recommend

the operation of special buses in the early morning, from 2.00 a.m. to 6.00 a.m.

for the convenience of farmers to bring their produces to Uzhavar Santhai.

Bhaskar (2002)19 in his study titled “Linking of Rythu Bazaars with

Consumer Co-operatives” reviews the working of Rythu Bazaars in Ananthapur

District. The study has been carried out to analyze the trend of arrival of

18
Haque, T and Singh, G (2001). Problems of Small Farmers in the Production and Marketing of
Fruits and Vegetables, Books International, New Delhi, pp. 74-86.
19
Bhaskar, K (2002). Linking of Rythu Bazaars with Consumer Co-operatives, Co-operative
Perspective, Vol.36, No.4, p.14.
 52

different types of vegetables to the Rythu Bazaars. To examine the vegetable

grower’s response, all the forty vegetable product-sellers are selected for the

study. The arrival of vegetables in the Rythu Bazaar is found to be far

below the local demand. Hence, bringing additional area under the vegetables

goes a long way in increasing the supplies, particularly, during the lien season

thereby helping the consumer in getting the needed vegetables at an affordable

price. Increased supply may also enthuse the consumer to prefer the Rythu

Bazaar to purchase vegetables. The author raises certain issues of vegetable

growers, like storage, grading, market information, post-harvest losses, absence

of planning and self-sustainability. Suggestions are offered by the author to

make the Rythu Bazaar a successful one.

Dodkey and Hanamashetti (2002)20 in their paper entitled “Role of Co-

operative Marketing in India with Special Reference to Fruits and Vegetable

Co-operative Marketing Societies” examine the role of co-operative marketing

in fruits and vegetable sales. Agriculture continues to be the most important

occupation in our country. Increased agricultural production and remunerative

returns to the farmers have therefore got the highest priority in our national

economic development policy. The author further summarizes in a nutshell that

the Government of India has been playing an important role in developing the

agricultural marketing in the country. The authors main thrust is that the fruits

20
Dodkey, M.D and Hanamashetti, J.S (2002). Role of Co-operatives Marketing in India with
Special Reference to Fruits and Vegetables Marketing Co-operatives, Indian Co-operative Review,
Vol. XXXIX, No.4, p.265.
 53

and vegetables can be rejuvenated through required physical and financial

support of various schemes offered by NCDC, NAFED, NHB, APEDA, etc.

Dhankar, Bharadwaj and Nafees Ahmed (2002)21 in their study on

“Extension Issues in Informal Marketing” enlighten the farmers about proper

marketing and removal of their marketing constraints. They envisage educating

the farmers, traders and consumers regarding marketing, to bring desired

changes in their knowledge, skill, attitude and behavior. The extension issues in

informal marketing include advice on product planning and securing market for

farmers. In all the aforesaid issues, it is necessary that the farmers are to be

educated about the benefits of direct marketing especially in respect of

perishables. These issues can be solved when the farmers themselves need to be

oriented to certain problem solving methods especially in farmers’ organizations

or groups by they can set up a direct market and provide consumers different

products at prices profitable to farmers and at the same time cheaper to the

consumers.

Jeyarathinam (2002)37 in her study on “Farmer’s Market (Uzhavar Santhai)

in Tamil Nadu: A SWOT Analysis” highlights the performance of farmer’s

market located in 103 places in the State along with its salient features. The

author has analyzed the empirical data by employing SWOT analysis. The

strength of Uzhavar Santhais lies in it’s fair price, fresh vegetables, facilities to

dispose carbage, and sufficient staff managing it’s administration. Simultaneously,

21
Dhankar G.H Lallan Rai, Bharadwaj, D.B and Nafees Ahmed (2002). Extension Issues in
Informal Marketing, Agricultural Marketing, Vol.XIV, No.2, pp.23-24.
 54

the weaknesses are also highlighted by non availability of facilities like cold

storage to preserve unsold vegetables, adequate roofing facilities. Besides there

is insufficient man power to stop the entry of traders in the farmers market with

fake identity cards. In spite of such weaknesses, the study results show that the

strength is highly significant and the opportunities offer tremendous scope for

growth.

Senam Raju (2002)22 in his study on “Fruits Marketing in India” has

presented in detail the problems and prospects of fruit marketing with special

reference to mango and banana fruits. He gives a good account of different

aspects of fruit production and marketing like suitable climate and soil

condition required for growing output trends, and the role of middlemen, price

fixing methods, problems of growers and the like.

Khrisagar and others (2003)23 have analyzed the marketing of mango in

South Konkan Region of Maharashtra State. The farmers have reported that in

Vashi market, mangoes are not having healthy competition among traders while

purchasing mango, moreover, the price received by them from wholesalers of

Vashi market is less than their expectation. The traders decide the price

secretly. As the farmers faced have met with the problems of skilled labour at

the time of harvesting of mangoes they have to pay heavy transport cost.

22
Senam Raju, M.S (2002). Fruits Marketing in India, Daya Publications, New Delhi, p.212.
23
Khrisagar et al (2003). Marketing of Mango in South Konkan Region, Indian Journal of
Marketing, July, Vol. 7, pp.28-30.
 55

Schoorl and Holt (2003)24 in their paper state that in the management of

production and marketing of short season, short shelf-life crops present some

special difficulties due to the limited time by which the product can be

marketed. This paper analyses the mango industry in Australia as typical of

crops with these characteristics. It develops a methodology for the analysis of

current and future production and marketing potential. The seasonal production

from each mango-growing district can be described by a normal curve. The

timing and length of the season for each district is determined primarily by

climate. Based on these features, a production model is constructed which

forecasts mango outputs for all districts in tonnes per week with inputs of tree

numbers, tree age and yield per tree. The three markets for mangoes are

domestic fresh fruit, domestic processing and export. Current fresh fruit

throughputs and prices have been quantified for the main metropolitan markets.

For the Brisbane market, typical of others, a price - throughput-time model is

generated showing that the expected negative relationship between price and

supply is amplified as the season progresses. A substantially constant price

range is superimposed on this price-supply relationship, reflecting consumer

assessments of quality. The markets for processing and export are also explored.

The paper provides a valuable aid to decision making in the mango industry

based on modeling both production and marketing trends.

24
Schoorl, D and Holt, J.E (2003). An Analysis of Mango Production and Marketing in Australia,
Agricultural Systems, Vol. 21, No. 3, pp. 171-188.
 56

Ashok (2004)25 in his article titled “Liberalization and Globalization:

Issues in Agricultural Marketing” focuses the need for a long-term perspective

in the field of agricultural market keeping in mind the agri-production,

consumption requirements and changes. He also deals with all the segments of

agricultural marketing, and opines that integration does not have negative

fallout on the economy.

Ramkishan (2004)26 in his book entitled “New Trends in Rural and

Agricultural Marketing” has studied the role of Agriculture Developmental

Agencies like Agricultural and Processed Food Products Export Development

Authority, National Agricultural Co-operative Marketing Federation of India

Limited, State Level Marketing Federations and the Horticultural Produce

Marketing and Processing Corporation Limited. The author has analyzed the

defects in agricultural marketing such as distress sale, heavy village sale,

inadequate marketing infrastructure, too many middlemen and so on. Based on

these defects, suggestions are made by the author to make agricultural

marketing more effective.

Niyibigira, Lada and Abdullay (2005)27 in their paper examine the

prospects and constraints in the production and export market of mango,

particularly the Boribo Muyuni, a popular mango variety in Zanzibar. They

25
Ashok, A (2004). Liberalization and Globalization: Issues in Agricultural Marketing, Southern
Economist, Vol.42, No.19, pp.5-6.
26
Ramkishan (2004) New Trends in Indian Agricultural Marketing, JAICO Publishing House,
Mumbai, p.215.
27
Niyibigira, E.I, Lada, V.Y and Abdullay, Z.S (2005). Mango Production and Marketing in
Zanzibar: Potential Issues and Constraints, ISHS ACTA Horticulture.
 57

have identified the steps undertaken by government and private sector in

stimulating production and marketing. The main constraints include suitability

of only a few varieties for export, seasonal variability in output; pests and

disease problems particularly the mango fruitfly, ceratitis cosyra, high freight

charges, limited cargo space and lack of technical know-how on scientific

management practices. The paper also identifies the steps undertaken by

government to remove the constraints to promote exports, such as expanding

nurseries, pricing, extension and training and research.

R.N. Hegde (2006)28 in his article examines that India has emerged as

the largest producer of fruits in the world, with an annual production of 57.60

million tonnes over an area of 5.2 million hectares, as against the world

production of 300 million tonnes. India produces around 50% of the world‟s

mango, Mango a native fruit of India, is now grown in over 87 countries. India

is the largest producer of mango, with an annual production of about 10 million

tonnes. More than 1000 varieties are grown in India, of which only 20 are

commercially cultivated. Out of 10 million tonnes, around 40,000 tonnes of

mango is exported as fresh fruits are decided on the basis of appearance factor

(i.e. size, shape, pattern, gloss, colour and physical defects). The researcher

points out that necessary and adequate infrastructure, efficient logistic

management, human resources development and multidisciplinary research is

28
R.N. Hegde (2006), “Prospects for Export of Indian Fresh Alphonso Mangoes”, National Bank for
Agricultural and Rural Development, Maharashtra Regional Office, Pune.
 58

essential to enhance quality of export of fresh horticulture produce. Only

integrated and concerted efforts of growers, suppliers, shippers, transporters

and exporters can bring about satisfactory results.

Bradley III, Don and Castellanos, Diana (2007)29 in their paper titled

“Analysis of a Small Honduras Mango Producer’s Export Plan” reveal that the

producer has strengths and weaknesses in the areas of marketing, production-

operation process, human resources, and insurance, taxes, and zoning. Price

fluctuation, dependability in one market segment, indirect commercialization,

commercialization costs and risks, and the lack of information about the United

States market and the distribution channels are some of the company‟s

problems in the marketing area. It is strongly recommended that the company

seeks the diversification of markets, e.g., Canada or Europe. In addition, the

profitability would be higher if the company exported a value added product

such as mango juice, mango jelly, and dehydrated mango, among others,

providing access to new markets. Marketing research is important to determine

in which market the company should focus and to identify which are the

customers’ preferences. In the production-operation process some weaknesses

have been identified such as dependence in just two varieties of mangos, low

amount of production, inability to produce out of season, quality control,

storage and packing capacity, and financial limitations for working capital. The

29
Bradley III Don B and Castellanos Diana (2007). Analysis of a Small Honduras Mango Producer’s
Export Plan, International Journal of Entrepreneurship, Vol. 11, p.91-124.
 59

recommendations for the production -operation process are that, if possible, the

Honduran mango producers should work together to standardize the production

process and quality standards, to negotiate better prices with the US importers,

and to lower the costs of insurance, shipping, and other importation costs.

When there is no season for mango fruits, the company should provide packing

and exportation service for producers that export other kinds of fruit.

Shah et al. (2007)30 made an attempt to determine the extent of adoption

of pesticides in mango cultivation; and the relationships of each of the selected

characteristics of the mango growers with their adoption behaviour of pesticides in

cultivating mango. The study was conducted in Sadar Upazila of Nawabganj

District and all the mango-growers of this domain were considered population.

A sample of 100 mango-growers was selected at random from 12 villages of

the selected area. Data were collected from the sample during 10 August to

September 2001. The findings revealed that 55 per cent of the mango-growers

had “very low adoption” while 28 per cent of them had “low adoption” and the

rest was not found applying pesticides to their mango plants. Only a little

proportion of the mango-growers used pesticides as per recommended dose.

Family income and innovativeness of the growers were found to have

significant positive association with their adoption behaviour to the pesticides.

30
Shah, M. M. I, Mostafa, M. G and Hossain, M. M. (2007). Adoption Behaviour of Mango Growers
towardsPesticides in Bangladesh, Asia-Pacific Journal of Rural Development, Vol. 17, No. 2,
p. 101-106.
 60

Alam (2008)30 in his article titled “Mango: An Important Fruit in

Pakistan explores the significance of the mango fruit for the people in Pakistan.

He mentions that mango fruit is rich in vitamins A, B and C and contains

water, protein, sugar fats, calcium, phosphorus, fiber and iron. He notes that the

main field of mango in the country is obtained from several districts including

the District Rahim Yar Khan. Moreover, he states that Pakistan also exports

mangoes to other countries including Singapore, Norway and Germany.

Edward A. Evans (2008)31 in this article analyses that Mangoes are

produced in over 90 countries worldwide. Asia accounts for approximately

77% of global mango production, the United States has developed most of the

popular cultivars traded on the international market. It is also the largest single-

country mango importer. This article summarizes some of the recent trends in

world and U.S. mango production, trade and consumption. The researcher

examines that while only a small proportion of total mango production enters

international trade (less than 4%), the volume traded has risen substantially

over the last decade. Among the factors responsible for increased mango

production, trade, and consumption are lower prices, year-round availability,

fewer trade barriers, longer shelf life, and consumer interest.

Eltoum Sanna (2009)32 states that mango is one of the essential horticultural

crops in Sudan. It has economic significance because it is cultivated almost

31
Edward A. Evans (2008), “Recent Trends in World and U.S. Mango Production, Trade, and
Consumption”, University of Florida, Gainesville, http://edis.ifas.ufl.edu.
32
Eltoum, Sanna (2009). Mango in Sudan: Marketing and Export, Department of Economics, SLU,
Sudan.
 61

around the year in different parts of the country. It has a regional and

international demand due to its palatable and adored taste with great nutritive

value. It has a great chance for new markets abroad. The study deals with

Sudanese mango production and the obstacles facing its marketing abroad. The

main aim of this study is to illustrate the problems in the export of mango and

to analyze the result to indicate the obstacles. The analysis is based on a

theoretical perspective which focuses on marketing strategies for marketing

mix. The SWOT analysis is used to find out the competitiveness of the

Sudanese mango fruit in international markets, in terms of the strengths,

weaknesses, opportunities and threats. The results have showed that the

strengths of Sudanese mango are due to many factors like, production around

the year, lower price in Saudi market compared to other competitors, high

quality of crop with great nutritive and healthy value. On the other hand, the

basic weaknesses of mango are that it is a highly perishable commodity and it

lacks in the pre and post-harvesting technology, as well as in the marketing

channels. The study in its final conclusion states that the problems of mango

marketing occur during the whole process. Besides, there is a poor existing

strategy. But the situation will be more positive by making improvement in all

this process and by developing the marketing strategy.

Debnath G.C., Ahamed (2010)33 The abnormally high temperature has

become a feature of early April since last year and winter rain has been scarce

33
Debnath G.C. and Ahamed, “Mango lovers may mits langra Fazil it heat wave continues” by
Agricultural News. New Delhi Vol. XVIII-1, 2010, pp.59.
 62

due to western disturbances. Farmers said mostly langra and Fazli the varieties

for which meld is famous for have been affected by the heat wave.

Jadhar Balaji, Manjunath and Patil (2010)34 in their present study backward

and forward linkages of mango growers was carried out during 2008-09 by

selecting 150 respondents from ten villages of two taluks through simple

random sampling. The results revealed that mango growers had linkage with

fellow farmers, followed by UAS scientists. For information on a nutrient

management, majority of farmers had linkage with UAS scientists followed by

private companies and fellow farmers. Whereas information on plant protection,

majority among them had linkage with private companies followed by fellow

farmer and UAS scientists. A large majority of farmers had invested their own

money for orchard establishment. Nearly, on equal per cent of the farmer had

linkage with nationalized banks and co-operative banks for financial assistance

for orchard establishment. Almost 21.00 per cent of the farmers had forward

linkages with growers association processing units for information on a various

aspects of harvesting processing.

Jayaraj J. and D.S. Rajavel (2010)35 the nut “weevil or stone weevil” of

mango is a peculiar pest. It attacks soft pulped varieties such as Neelum

Bangalora, Alphonsa, Mulsoa Himayuddin Kalepad Beneshan etc. It feeds only

on mango seeds and is considered to be the most serious pest of mange, after

34
Jadhar Balaji, Manjuanth and Patil, “A Study on Backward and Forward Linkage of Mango
Growers”, Research Journal of Agricultural Sciences, 2011.
35
Jayaraj and Rajavel. D.S. “Control of nut weevil menace in mango” by Agricultural news,
Vol. xviii, Jan – Feb 2010, pp.57.
 63

the consumption of the pulp. The entire life cycle is completed in 40-50 days

and there is only one generation in a year. The adult is a stout greyish brown

shout beetle measuring 6-8mm camouflaged by the bark of mango trees. They

become active during mango season are no cultural in habit and feign death

when disturbed.

Jayashree Bhosale (2010)36 the Agricultural and processed food products

exports development Authority (APEDA) has been trying to develop overseas

market for Indian mangoes. The United States opened its market for Indian

mangoes five years ago. The US has one of the strictest hygiene norms and

mangoes have to be treated at the irrigation facility. The Indian and Australian

governments are currently working on preparing the standard operation

procedures (SOP) for mango exports. Mangoes are irradiated at the losalsaan

facility where the US officials remain physically present mango exports has

declined 30 percent from 83.703 tonne in 2008-09 to 5922 tonne in 2010-11

exports for the juicy fruit to the US has also declined during the same period.

Middle East is an easy market for Indian mangoes. The US market needs much

compliance. The man goes have to be transported from the growing area to the

irradiation facility; and then to Mumbai for shipping. These results in

deterioration of quality, mango exports to Japan which needs VHP treatment

have declined 88 percent during 2008-09 to 2010-11.

36
Jayashree Bhosale, “India Hopes to Revive mango Exports to Australia this year” by Agricultural
News. Vol. XVI-3, 2010, pp.106.
 64

Shafique, Ibrahim, Helali and Biswas (2010)37 in their article made a

comparative study on physiological and biochemical composition of ten

varieties of mangoes was carried out at three maturity stages viz immature,

mature and ripe to find out the standard one. During the investigation, whole

weight of the mangoes, pulp contest, weight of peel and stone, total soluble

solid (TSS), PH, acidity, sugar content and vitamin C were determined at three

maturity stages. It was observed that all varieties of ripe stages had higher

sugar content as compared to immature and mature stages. Attractive flavour

and pleasant taste were also developed in ripe stages and differenced from one

another due to vertical specific. This characteristics order which appeared

during ripening is due to enter and components of carbonyl types.

Balamohan T.N. (2011)38 the mango is one of the oldest and most

popular fruits having delightful flavour and taste of the tropical world. India is

the leader sharing 65 per cent of the world’s mango production currently;

mango is cultivated in an area of 2.3 million hectares with a total production of

12.75 million tonnes in India. There are more than 1000 mango varieties exist

in India most of these regional varieties are happened to be either poor. Yields

(or) alternate bearers and new plantations are now established through mango

grafts only. In general mango orchards take 4 to 7 years to give sustainable

37
Shafique, Ibrahim, Helali and Biswas, “Studies on the Physiological and Biochemical Composition
of Different Mango Cultivation at Various Maturity Level, Bangladesh Journal Sciences Industrial
Research, Vol.41, p.1-2.
38
Balamohan T.N. “CANOPY MANAGEMENT in Mango by department of fruits groups
Horticultural college and Research institute Tamil Nadu Agricultural University No page:28, 2011,
pp.1-3.
 65

yield due to several factors which include soil climatic cultural methods etc.

Except few varieties viz. Neelum and Bangalora most of the choice varieties

are either alternate bearers or poor yielders.

Biswas and Lalith Kumar (2011)39 in their article revealed that the

traditional planting method, poor management of the orchard low or no use of

plant nutrients, improper irrigation or no irrigation, use of low yielding old

varieties, problem of alternative bearing of mango trees, etc., are some of the

important reasons of declining mango productivity in the country. Adoption of

HIGH DENSITY PLANTING with hybrids and high yielding varieties, use of

festinates, better management of the orchards, the hormones to induce flowering

and fruiting etc., results in higher mango productivity which can be considered

to a revolutions is mango productions. Interestingly some farmers have come

forward to adopt the high tech mango culture contribution of some companies

like join irrigation system Ltd and RIL are also worthy to mention is this

respect.

B.C. Biswas and Lalit Kumar (2011)40 in this article shows that the

more than 50 percent of world mango production is contributed by India but

unfortunately mango productivity in the country is declining over the years.

general mango culture, the causes of low productivity, The important mango

producing states are Andhra Pradesh, Uttar Pradesh, Karnataka, Bihar, Gujarat,

39
B.C. Biswas and Lalit Kumar (2011), “Revolution in Mango Production Success Stories of Some
Farmers”, FAI, New Delhi,
40
Biswas and Lalith Kumar, “Revolution in Mango Production”, Fertilizer Marketing News, March
2011.
 66

Maharashtra, Tamil Nadu, West Bengal, Kerala and Orissa. Traditional planting

method, poor management of the orchard, low or no use of plant nutrients,

improper irrigation or no irrigation, use of low yielding old varieties, problems

of alternate bearing of mango trees, etc are some of the important reasons of

declining mango productivity in the country. The researcher points out that

adoption of High Density Planting with hybrids and high yielding varieties,

better management of the orchards, use hormones to induce flowering and

fruiting etc result in higher mango productivity which can be considered to a

revolution in mango production. But due to certain limitations, mango

productivity is declining in the country. In the traditional low density

cultivation, per ha plant population in mango orchard ranges from 75 –100.

Such situation, mango trees become very big, which make it difficult to

perform the needed cultural operations, like training, pruning, disease pests

control poor water management etc.

Geethalakshmi (2011)41 in her article infer that India is the biggest

mango producer in the world, accounting for about 52 per cent of the world

mango productions. Mango is an important agricultural product for the

economy of developing countries in the tropics, both for domestic trade and for

export. However, production techniques should be improved in order to

increase its yield. India’s fresh mango exports could improve if we focus on

producing varieties that are demanded by foreign consumer. If export revenues

41
Geethalakshmi, “Mango: New Varieties to Step up Exports”, Market Survey, Facts Foor you,
April 2011.
 67

from mango trade are used in a production way, they can make a great

contribution to the development process. It is important for mango producing

countries to concentrate on products that offer them comparative advantages –

is most cases labour intensive products.

Mehta and Madhuri Sonawene (2011)42 in their research study conducted

an Entrepreneurial behaviour of mango growers of Val sad district of Gujarat

state mango growers from 10 villages who cultivated mango since five years

were selected randomly. Majority of the mango growers were found in medium

to high level category as far as entrepreneurial behaviour is concerned. The

indicators decision making was ranked first followed by market orientation and

economic motivation. Majority of respondents were observed is the medium

entrepreneurial behaviour category, thus, the entrepreneurial behaviour of the

respondents was predominantly medium. Education, area under mango

cultivation, annual income, social participation, awareness regarding value

additions, mango yield index, employment generation, extension participation,

mass media exposure and extent of adoption, management orientation,

innovativeness, progressiveness and knowledge of mango growers had

significantly relationship with entrepreneurial behaviour of mango growers,

whereas age, land holding, facility, family size and cropping intensity had no

association with entrepreneurial behaviour of mango growers.

42
Mehta and Madhuri Sonawene, “Entrepreneurial Behavioral of Mango Growers of Val sad District
of Gujarat State”, Indian Research Journal External Education, January 2012.
 68

Muhammad Sham Younis, Masood Sadiq Butt, Mian Kamran

Sharif, Hafiz Ansar Rasul Sulerai and Faiza Hameed (2011)43 in this article

analyses that the Mango is an important fruit crop cultivated in the region.

Mango has turn out to be one of the imperative commercial fruit crops in the

whole, worldwide distribution of mango production it is possible to supply

fresh mango to worldwide markets year round. The fruit of mango varies in

size, having different shape as heart shaped, slender and long, kidney shaped,

round and oval. Skin colour of ripened mango fruit can vary and it may be

green, yellow, red, yellow green and yellow red. The researcher examine that

the yellow-orange flesh have been surrounded the single flat seed which is

contained in every mango. About 0.6% protein, 1.1% fiber has been contained

by ripened mango pulp and from the above concentration considerable amount

(2-4%) is of starch and calcium pectate has been anticipated to be 0.7%.

Tohad Elahi Lodhi, Mazher Abhas, Muhammad Arif and Diwan Abid

Hussain (2011)44 in their study analyze the agricultural extension services in

mango productions and marketing with special reference to world trade

organizations in district Multan. The population of the study consisted of all

mango growers, all officers in agriculture department, and all research officers

of mango research statues shujabad. Three union’s councils from each tehsil

43
Muhammad Sham Younis, Masood Sadiq Butt, Mian Kamran Sharif, Hafiz Ansar Rasul Sulerai
and Faiza Hameed (2011), “Effect of preservatives on physicochemical, microbial and sensory
attributes of mangoes”, Internet Journal of Food Safety, Vol.13, 2011, p.246-263.
44
Tohad Elahi Lodhi, Mazher Abhas, Muhammad Arif and Diwan Abid Hussain, “To Analyze the
Future Perspective of Agricultural Extension Services in Mango Production and Marketing with
Special reference to WTO in District Multan, Pakistan”, Pakistan Journal of Life and Social
Science, 2006.
 69

were selected through simple random sample technique. Thus the study sample

consisted of 90 mango growers as respondents, 15 middlemen and 15 exporters

were selected randomly with simple random sampling technique. The collected

data were analyzed and tabulated by using statistical package for social

sciences to draw results, conclusion and making pertinent recommendation.

The research findings indicate that on overwhelming majority of the respondents

were aware of WTO. The positive impact of WTO as identified by the

respondents was that it will be helpful in providing finished product at the

doorsteps of consumers and safe to human and animal health but an the other

had the main threat of total commode over markets by developed countries

through their higher technology and well equipped industry especially related

to mango fruit and its by products.

Khuda Bakhsh, Ishtiaq Hassian and Muhammad Shafiq Akhtier (2012)45

in their present study have been designed to investigate cost of production, and

return per acre over the life time of mango trees. A sample of 20 mango

growing farmers was taken purposively from various villages of Multan

District. The objective was to work out benefit cost ration and net present

worth of growing mango orchard. Net present worth Rs.155607.16 per acre

was estimated for the sampled respondents which indicates that mango

cultivations fetches higher return whereas benefit cost ratio is reasonably high

and it came to be 2.61 implying that investing one rupee in mango cultivations

45
Khuda Bakhsh, Ishtiaq Hassian and Muhammad Shafiq Akhtier, “Profitability an Cost in Growing
Mango Orchards”, Journal of Agriculture & Social Sciences.
 70

world return Rs.2.61. there results that investing in mango orchard would bring

huge returns to the farmers an one hand and for the county in the farm of

foreign earnings on the other hand.

Prakash Alok, Keerthana, Jhachadha Kumar, Kumar Rates and Ayrewal

Dnesh Chad (2012)46 in their study carried at to find a natural source of

antibacterial egret because of the during resistant of bacterial pathogens to the

communally available antibacterial agents in the market and at the sometime to

enhance the utilization of the waste products from the mango processing

industries. There kernels, as a waste product, came tremendous investment of

capital to decompose it safely and to prevent any environmental pollution. If

there waste products can be converted as a raw material for the productions of

any bioactive compounds, there it well keep the food processing industries free

from investing its capital in decomposing there waster. The mango samples

studied in our work were Bagnapalli and Santhure varieties of Magnifera India.

The fruit samples were collected from Vellore district of Tamilnadu. The

spread plate technique was used to determine the antibacterial property. The

count of viable calls after the applications of kernels extracts to the bacterial

pathogens was used for the determination of antibacterial property of the kernel

extraction. At the concentration of 10 per cent of kernel extracts, no viable

46
Prakash Alok, Keerthana, Jhachadha Kumar, Kumar Rates and Ayrewal Dnesh Chad
“Antibacterial Property of Two Different Varieties of Indian Mango Kernel Extract from Various
Conuntration against some Human Pathogenic Bacterial Strains”, International Research Journal
of Biological Sciences, Vol.24.
 71

colony was found in the petidish of Bangnapalli kernel extract and hence it

proves to be a potent antibacterial agent.

Sarada Gopalakrishnan (2012)47 in her article reveals that mangoes

account for approximately half of all tropical fruits produced worldwide. India

is the latest mango producer, accounting for about half of the global mango

production. But, less than five percent of the produced mangoes are processed

and mango pulp is the main export product in both in terms of volume contract

system is the major marketing systems in the supply of mangoes, because

(i) producers usually avoid the marketing of fruit by themselves as they do not

wait be involved in the complication of the marketing system. (ii) They do not

want to take risk of price and income variation due to predictability, qualities

and seasonality and (iii) lack of knowledge of marketing. This paper attempts

to study about the type of marketing system existing at present in India and

suggestions to realer higher value for the produce.

Gathanbir, Gitonya, Kumar, Njuguna, Kime, Muchoui, Gatambia and

Muchira (2013)48 in their article carried a survey in eastern province to assess

the potential and limitations of post harvest value addition of mango fruit.

Seventy seven respondents were interviewed using a structural questionnaire.

In addition, secondary data were used to collect productions levels in each

district. The results indicated that there is high potential for agro processing

47
Sarada Gopalkrishnan, “Marketing System of Mangoes in India”, World Applied Sciences Journal,
Vol.21, N0.7.
48
Gathanbir, Gitonya, Kumar, Njuguna, Kime, Muchoui, Gatambia and Muchira, “Assessment of
Potential and Limitation of Post Harvest Value Addition of Mango Fruits is Eastern Province – A
Case study in Mbeaera and Embu District”, Kenya Agricultural Research Insitute, Thike.
 72

sina tomnyathlan variety which is widely grown by farmers is appropriate for

processing. Majority of farmers are women hence on–farm processing would

be appropriate in that area since the activity is not labour intensive. The

farmers have been carrying out on–farm processing at low scale therefore there

is a high potential to upscale the technology. However they require training and

also introduction of new or improved mango processing technologies to

diversify their markets.

Muhammad Sarwar (2015)49 in this article it is analyzed that Mango is

attacked by several animate and inanimate pests and out of these problems

insects are gaining significant proportion by which mango plants may collapse

gradually or suddenly. The plants affected with these problems if are not

properly managed, It is prone to damage by a large number of pests, diseases

and disorders nearly, 200 insects are on records as the pests of mango. The

foremost insect pests of mango are hopper, mealy bug, inflorescence midge,

fruit fly, scale, shoot borer, leaf Webber and stone weevil. Mango trees are

affected by a number of many other insects or mites including some of which

are of minor or infrequent economic importance to pose serious threat during

the flowering season and if uncontrolled they can cause severe damage. The

researcher point out that the success of mango crop is associated with how

effectively insect pests are managed and in the last few decades, pests

management has taken a distinctly ecological approach.

49
Muhammad Sarwar (2015), “Integrated Management of Insect Pests of Mango (Mangifera Indica
L.) in the Orchard”, Achieves of Scientific Research, Nuclear Institute for Agriculture & Biology
(NIAB), Faisalabad-38950, Punjab, Pakistan. April – June, Volume 1 Issue 2 2015 Page No: 5-10.
 73

Nita Sachan, Venkat Munagala, Saswati Chakravarty and Niti

Sharma (2013)50 in this article it is stated that India is world‟s second largest

producer of fruits and vegetables in 2011, a total of 74.878 million tonnes of

were produced, India exports fresh fruits and vegetables valued nearly doubled

from Rs.2,411.66 crores in 2006-07 to Rs.4801.29 crores in 2011-12. India has

produced 40% of the national annual Mango fruit production. It captures 42%

of the country’s 24.87 million hectares land under mango fruit cultivation. A

large portion of the annual output of mango fruits is processed into pulp, juices

and other derivatives. The researcher examines that there are 80 processing

units and Krishnagiri District has the largest cultivation of mangoes - about

3,000 farmers cultivating mangoes. A total production of 3,00,000 tonnes of

fresh mango is processed annually to produce 1,50,000 tonnes of pulp. The

remaining crop is sold both in the domestic and international markets.

However, it is estimated that 30-35% of the produce perishes before it reaches

the end customer owing to operational inefficiencies during harvest, storage,

grading, transportation, packaging and distribution.

C. Sekhar, M. Selvarajan, A. Pounraj, M. Prahadeeswaran and

A. Vidhyavathi (2013)51 in this article examines that the Mango, “The King of

Fruits” is known for its taste, flavor, attractive color and nutritional value.

50
Nita Sachan, Venkat Munagala, Saswati Chakravarty and Niti Sharma (2013), “Innovation Cluster
in the Food Processing Industry at Krishnagiri, Tamil Nadu”, Indian School of Business (ISB),
National Innovation Council.
51
C.Sekhar, M. Selvarajan, A. Pounraj, M. Prahadeeswaran, and A.Vidhyavathi (2013), “Production
and Export of Mango In India – A Paradigm to the Developing Nations”, American International
Journal of Research in Humanities, Arts and Social Sciences, ISSN (Print): 2328-3734, ISSN
(Online): 2328-3696, ISSN (CD-ROM): 2328-3688,
 74

Though the area under mango is increasing, the productivity is declining in

India over the years. India found to be the major producer and exporter of

mango to the developing and the developed world. Tamil Nadu in India found

to be the leader in fruit production followed by Maharashtra. When we

compare the fruit production over the years, it is interesting to note that higher

area under fruits have produced very meager increase in fruit production due to

low productivity. In respect of productivity of mango, 2012-13 had witnessed

highest production of mango. Percentage increase in production of mango is

accounted to be 36.22 per cent in a decade of time. Among the 29 districts of

Tamil Nadu state, Krishnagiri has found to secure higher production of mango

and ranked as number one mango district 22.68 percentages. Fresh Mango and

Processed Mango products are exported to different countries. The researcher

point out that Krishnagiri district of Tamil Nadu is blessed with 22 mango pulp

processing units. This district in Tamil Nadu had 59.57 per cent of mango pulp

industries and exporting the fruit drink concentrates to different countries. The

percentage reduction in productivity at national level is found to be 3.19 per

cent during the year 2012-13. Overall status of export of mango between

2007-08 and 2009-10 registered an increase of 38.45 per cent.

The above studies not mainly concentrated into the entire issue of

marketing of mangoes. With this background, the researcher has selected this

topic to analyse the marketing problems of marketing of mangoes in Krishnakiri

District.