Agricultural marketing connotes a series of activities involved in the moving of goods i.e farm inputs from the point of production to the point of consumption. it includes all the activities in the creation of time, place , farm and possession utility.

Output of agriculture is largely a raw material which is used for further processing Agricultural products are both are bulkiest and perishable. Bulkiness makes marketing difficult and increases the unit cost of transportation and storage. Perishable products require speedy handling and refrigeration. Much of the agricultural production is highly seasonal. Due to this, processing plants run at full capacity for some periods and at below capacity during slack periods. Quality and quantity of the agricultural products is beyond the control of farmer. Due to imbalances in supply and demand, prices of agricultural products fluctuate. variation in quality makes it tough to apply uniform standards from year to year. Agricultural output mostly comes from small units operating independently.

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