Marketing Problems of Cold Storage for Fruits and Vegetables

Abstract

The main aim of the study is to study the impact of logistics efficiency and market access on overall performance of the cold chain. This study is a part of pilot study of the research. This study is a descriptive study. Respondents of this study are farmer, Cold chain operators and Traders of agriculture produce. All three major stakeholders are included in the study to study the challenges of cold chain marketing problems in a comprehensive manner. Farmers were approached using convenient sampling technique. Operators and traders were selected using Snowball sampling technique as comprehensive population framework for all operators and traders in Pune districts was not available. Structured questionnaire used for all three stakeholders. Major constructs include- Marketing Problems, Logistics efficiency, Market Access and Performance (Impact). Total 210 samples were collected and analysed as a part of pilot study. The findings confirm that logistics efficiency and good market access have positive impact on performance of the cold chain and hence marketing problems faced by the cold chain are mitigated by these factors. Limitations of the study are discussed in the paper.