Agriculture Marketing Issues, Challenges and Strategies to Improve Agriculture Performance

Abstract

Offering remunerative prices and increasing farmer’s income are the major area of concerns to make agriculture farming economically viable and sustainable. Considering the critical and crucial role of agriculture in fulfilling the food and health needs of consumers by ensuring food security on one side and fulfilling the expectations of the agriculture producers and industry on the other side in the rapidly changing marketing environment are big challenges. There is need to rethink, reformulate and rework on the role and strategies of agriculture marketing in the changed marketing scenario considering agriculture dependent population and its contribution in GDP. This paper takes the review of agriculture marketing and major challenges and discussed strategies to overcome those challenges on the basis of secondary resources.