African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 153

Full Length Research Paper

Economics of banana marketing in Jalgaon district: An analysis across alternative channels

S. C. Sarode
College of Agriculture, Saralgaon-421 401, India
Email: [email protected]

  •  Accepted: 13 August 2009
  •  Published: 31 August 2009



Banana (Musa paradisiaca) is a popular and important commercial fruit crop grown in tropical and sub tropical part of world. Jalgaon district in the state of Maharashtra, India is one of the largest producers of banana which contributes about 44% of banana production in the state. Hence, Jalgon district was selected for this study. The cultivation of banana is mainly concentrated in Raver and Chopda sub regions (tahasils) in Jalgaon district. Therefore these tahasils having highest acreage under banana plantations were selected purposively for the present investigation. The banana fruits fetches price depending on size in the market. The size of fruit is measured in terms of weight of bunches and number of hands per bunch at the farm level. The bunches are graded according to weight grade A (above 15 kg), grade B (13 - 15 kg), grade C (11 - 13 kg), grade D (9 - 11 kg) and grade E (below 9 kg). Marketing management of banana is an important activity along with production. This study will be useful to banana growers in knowing the importance of various management practices, specifics markets, their marketing cost and price spread in marketing channels preferred by them.


Key words: Banana marketing, Jalgaon district, alternative channels, Musa paradisiaca.