Factors Determing Sales at Uzhavar Sandhai (Farmers’ Market) in Thiruvannamalai District of Tamil Nadu – An Economic Analysis
Direct marketing is one of the significant steps in the economic way to satisfy the producers, and the consumers. This helps in maximizing the benefits to the society, particularly to the farmer – seller. The products are sold at affordable prices to the consumers. Of late, Uzhavar sandhai (Farmers’ market) has made it’s in roads into the nooks and corners of Indian sub-continent. This is not only an economic arrangement, but a social set up for uplift of the poor and the marginalized. The public gets the chance of obtaining fresh vegetables at low cost. This in turn raises their real income. Uzhavar sandhi is a multifaceted one in enhancing transport, small banking and trade opportunities. The present study presents a field survey based approach to elicit the factors determining sales in Uzhavar sandhai (Farmers Market) of Thiruvannamalai district of Tamil Nadu. Thiruvannamalai is an agro-based economy and this atteststhe significance of carrying out research in this area.