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Introduction
The Process of Agricultural Marketing is a series of steps performed to effectively fulfil the needs of the end user. The marketing system is not complete unless the commodities are made available in the form they are needed, at the time they are needed and at the place they are needed by the consumers. In marketing the availability of the commodities from the producer to the ultimate consumers, three processes are involved viz., 1. Assembling (Concentration) 2. Equivalisation 3. Dispersion (Distribution).
1. Assembling
जब उत्पाद को थोक बाज़ार से एकत्रित किया जाता है। यह प्राथमिक संयोजन को सफल बनाता है और अधिक एकाग्रता के साथ जुड़ा हुआ होता है इस प्रकार का संयोजन प्रारंभ में उत्पादन क्षेत्रों और फिर उपभोग क्षेत्रों में पाया गया। सेकेंडरी असेंबलिंग में कमीशन एजेंटों की भूमिका सबसे महत्वपूर्ण होती है।
It refers to the collection of surpluses of individual farmers. These steps permit the motion of products to the consuming market, in sufficient quantities to permit efficient processing, transportation, storage, etc. This process of concentration is called assembling. Assembling is of two types.
Primary Assembling:
When produce is assembled in the villages and primary markets, due to many hitches liks small qualities of produce, lack of transport facilities, etc., is called primary Assembling. The prominent functionaries are village merchants or itinerant traders.
Secondary Assembling:
When produce is assembled in the wholesale market. It succeeds the primary Assembling and is associated with greater concentration. This type of assembling is initially found in production areas and then in the consuming areas. In the secondary Assembling, the role of commission agents is of paramount importance.
2. Equivalisation:
It refers to bringing the equality between supply and demand as per requirement based on the time, place and quantity. This step is very crucial to main the balance in the market. It also participates in the pricing of a product to ensure uniformity and fairness for both producers and consumers. Through the process of Equivalisation, the products are moved from surplus areas to deficit areas (Areas having low production of any commodity).
3. Dispersion:
Dispersion refers to the distribution and transportation of equivalised agricultural products to consumers through the consuming market. This step involves logistics management, including packaging, storage, transportation, and delivery to retailers, wholesalers, or directly to consumers. From the major wholesale markets, the process of dispersion starts.
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