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Volume : II, Issue : XII, January - 2013 AN ANALYSIS OF SUPPLY CHAIN OF COLE VEGETABLE FROM FARM TO RETAILOUTLETS FOR PALAMUTHIR NILAIYAM IN COIMBATORE CITY K.C.PRAKASH AND P.G.DHAMOTHARAN DOI : 10.9780/22307850, Published By : Laxmi Book Publication Abstract : Marketing of fresh vegetables owing to their perishable nature and lack of cold
storage facilities creates a problem of marketing. The supply of most vegetables is
seasonal and their production is concentrated in few areas in favorable situation of soil
and climatic conditions. Because of long distance that often separate producing areas
from / consuming one, a large proportion of vegetables deteriorates in transit, the extent
of spoilage being sometimes noticed as large as forty percent. It might be due to defective
method of harvesting, packing, handling and inefficient way of transportation, seasonal
gluts and less demand by consumers. An efficient marketing system becomes very
important in case of Cole vegetables, which consumer has to buy on a day to day basis.
The manner in which the product is presented to the consumer has to meet his
requirements. In the present scenario, aggressive marketing has become very essential
for any retail industry to stay in the market because of high competition. Moreover, many
of the companies are going for diversification of business to stay in the market.
Delivering high quality products to the consumers has become a strategy adopted by
many companies to challenge the competition. In this connection I had undertaken this
study to analyze the supply chain of cole vegetable from farm to retail outlets with
appropriate stetergies. Keywords : Article : Cite This Article : K.C.PRAKASH AND P.G.DHAMOTHARAN, (2013). AN ANALYSIS OF SUPPLY CHAIN OF COLE VEGETABLE FROM FARM TO RETAILOUTLETS FOR PALAMUTHIR NILAIYAM IN COIMBATORE CITY. Indian Streams Research Journal, Vol. II, Issue. XII, DOI : 10.9780/22307850, http://oldisrj.lbp.world/UploadedData/1864.pdf References : - Chandra and Pankaj, (1994), “Note on Supply Chain Management”, (Technical Note, Indian Institute of Management, Ahmedabad.), 37
- Christopher and Martin. (1993), “Logistics and Supply Chain Management”, ? (London: Pitman Publishing Company.), 34.
- Dale,C. Dahl., Jerome N. Hammand, Lucas (1977), “Market and Price Analysis - The Agricultural Industries” (New Delhi : S.Chand & Company Ltd.), 65-71
- Raghuram, G. and N. Rangaraj, (2000), “Logistics and Supply Chain Management” ? (New Delhi : Mac Millan India Limited.),17.
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