Marketing Behavior of Dryland Farmers – An Gender Analysis

This study is about marketing behaviour of dryland farmers and the challenges that the dryland farmer, as well as farming, is facing. Nowadays dry land farming is facing one of the major challenges regarding the recurrent drought occurrences. Dryland farming is a part of agriculture which generates one-fourth of total income to the agro-industry. If dryland crop is cultivated properly, it can contribute much to the economy of the nation [1]. In India, 68 percent of the total net sown area (136.8 ha) comes under dry land which spreads over 177 districts [2,3]. Food growing area of, Dry land crops account for about 48 percent, whereas crops that do not grow is 68 percent. Nearly 50 percent of the total rural work force and 60 percent of livestock in the country are concentrated in dry districts [4]. In general, the economic policies of developing countries in past years were having negative effects on the development of the dry land cropping cultures [5,6]. So to develop the strategies of dry land cropping; it is important to generate newer methodologies, in response to the benefit of stake holders and it is equally important to generate an optimum outcome with minimum resources. So that the economy can also build up properly.

India is contributing much efficiently to the international market, with utilizing the changing pattern of the nation. The present scenarios show a decrease in the area of dryland farming. At this juncture, marketing behaviour of these dryland farming systems was considered as an important thing and it was being analysed. The finding concluded that they are existing medium marketing behaviour among the growers.