CHAPTER 1

CHAPTER 1
INTRODUCTION OF MARKET

INTRODUCTION
A Market is a place where parties can gather to facilitate the
exchange of goods and services. The parties involved are usually buyers
and sellers. The market may be physical like a retail outlet, where people
meet face-to-face, or virtual like an online contact between buyers and
sellers.
A Market is a place where buyers and sellers can meet to
facilitate the exchange or transaction of goods and services. Market can
be physical like a retail outlet, or virtual like an e-retailer. Other
examples include the illegal market, auction markets, and financial
market. Market establish the prices of good and service that are
determined by supply and demand.
A fish market is a marketplace for selling fish and fish product. It
can be dedicated to wholesale trade between fisherman and fish
merchant, or to the sale of seafood to individual consumers, or to both.
Retail fish markets, a type of wet market, often sell street food as well.
Vegetables are parts of plants that are consumed by humans or
other animals as food. The original meaning is still commonly used and
is applied to plants collectively to refer to all edible plants matter,
including the flower, fruits, stems, leaves, root, and seeds. An alternative
definition of the term is applied somewhat arbitrarily, often by culinary
and cultural tradition. It may exclude food derived from some plants that
are fruits, flowers, nuts, and cereal grains, but include savoury fruits
such as tomatoes and courgettes, flowers such as broccoli, and seeds
such as pulses.
Originally, vegetables were collected from the wild by hunter-
gatherers and entered cultivation in several parts of the word, probably
during the period 10000 BC to 7000 BC, when a new agricultural way of
life development. At first, plants which grew locally would have been
cultivated, but as time went on, trade brought exotic crops from
elsewhere to add to domestic types. Nowadays, most vegetables are
grown all over the word as climate permits, and crops may be cultivated
in protected environment in less suitable location.
India has been bestowed with wide range of climate and physic-
geographical condition and as such is most suitable for growing various
kinds of horticultural crops such as fruits, vegetable, flowers, nuts,
spices and plantation crops. Fruits and vegetables are an important
supplement to the human diet as they provide the essential minerals,
vitamins and fiber required for maintaining health.
Fruits and vegetables account for nearly 90% of the total
horticulture production in the country. India is now the second largest
production of fruits and vegetables in the world and is the leader in
several horticultural crops, namely mango, banana, papaya, cashew nut,
areca nut, potato, and okra.
Its horticulture production has increased significantly over the
last two decades and as per the final estimates, by 2014-1, it has
increased to about three times (2.87) since 1991-92 and to about twice
(1.90) compared to the production in 2001-02
As per National Horticulture database published by National
Horticulture board, during 2014-15 India produced 86.602 million
metric tonnes of fruits and 169.478million metric tonnes of vegetables.
the area under cultivation of fruits stood at6.110 million hectares while
vegetables were cultivated at 9.542 million hectares.
 The economies of many developing countries are dependent on
the export of a relatively small of (mostly agricultural) commodities.
Several of those commodities (e. g bananas and sugar) are likely to face
further market liberalization pressure in the near future. As a result,
diversification of agricultural production is more than ever of utmost
importance. Diversification towards high-value crops can help to reduce
the vulnerability of many agricultural producers in those countries,
especially for resource poor and small scale farmers.
Despite ongoing conversion towards more sustainable farming
methods in developed countries and government support to further boost
organic production, consumption of organic foods is expected to
continue to outgrow domestic production in development countries,
leaving room for signification organic imports, at least in the short -to
medium-term and probably beyond. Moreover, tropical and off-season
products will continue to provide an attractive potential for which many
developing countries have comparative advantages.
Customs and regulatory authorities have not made a distinction
between organic and conventional food production, resulting in a lack of
reliable information on organic horticultural market development and
internationally traded volumes. Decision -makers in the public and
private sector in developing countries therefore lack the necessary
information on which decision should be taken concerning conversion
towards organic production. The development of demand for organic
products, the type of products and anticipated prices are key issues when
deciding on conversion.
This publication aims at contributing to filling that information
gap.it provides detailed information on organic horticultural market
development and global trade in fresh organic fruit and vegetables. The
study gives quantitative and qualitative information on the demand in
the main developed market, organic production and import figures.
Moreover, it provides case studies of seven developing countries which
have established an organic export sector or have the potential to do so.
these case studies may provide useful insights on how to establish a
successful organic export sector, and also discuss possible difficulties
that need to be tackled.

STATEMENT OF THE PROBLEM

The potential for cultivating fruits and vegetables for the
domestic and export market is high. Despite the being a healthy demand
for Tamil Nadu fruits and vegetables abroad, the country faces a serious
problem with finding exportable quality fruits and vegetables in
sufficient amount.
The export revenue has however, increased gradually over the
years and the value of export of fresh &proceeds fruits and vegetables
reached us S 69 million in 2008. But it accounts only 1%of total export
of country.
This research was executed to explore fresh fruits and vegetables
which are produced in the black sea region that was one of important
fruits and vegetables production region of Turkey marketing structures
to determine marketing problem, and to put forward solution suggestion
in 2003-2004. Data was collected from 163 farms. Half of fruits and
vegetables produced in this region are classified, two divided by three of
them is made package. It was stored mostly apple only 8,6% of farms.
Main marketing place; fresh vegetables and fruits wholesale market,
district and local market, village and food industry. Main problem in
fresh vegetable and fruits wholesale markets are not enough place and
very high deduction. Main problem of in district and local market are to
hinder by seller in local market entering vegetable and fruit producer in
market and not able to find place in local markets. There isnt any food
industry establishment in Samsun and Amasya provision of the black sea
Region. There are four food industry establishment working on tomato
paste and fruits juice in Tokat province. Tomatoes from Tokat region
and cherries from Amasya region are exported. Export is not enough.
First rank on crop prices is local markets, second rank wholesale market,
third rank food industry. Vegetables and fruits are left party or
completely in field some years prices decrease extremely. Ratio of
become organized.
Considering its importance this seed should be improved further in
order to gain more employment opportunities gross domestic products,
foreign exchange etc. there is a lot scope for improving this sector by the
government.
The reason selecting this topic is to find out potential growth and
the problems if any in the cultivation and marketing of fruits and
vegetables in Kanyakumari.
Each and every country should give due importance to
agriculture. Most of people depend upon a government job. But if they
concentrate on the agriculture they can be earn more income than any
other job. Due attention should be given to find out the problems faced
by banana cultivations and give better opportunities to their growth and
development by producing and marketing of fruits and vegetables in a
largescale basis. Hence the topic “production and marketing

PERIOD OF THE STUDY

The study covers a period of only

SCOPE OF THE STUDY

 It is a matter of satisfaction, we are second largest producer of
vegetables and fruits and our presence in global market is significant.
The development achieved in the horticulture sector is indicate of the
fact that there is growth demand for horticulture produce. The past
experience have been rewarding for enhanced output from the
investment. availability of timely robust information in this sector will
certainly improve the socioeconomic condition of India citizens by
providing self -reliance besides environmental protection.
Production and marketing of fruits and vegetables must delve into
production aspect, marketing aspect, processing and manufacturing
aspect. There is tremendous production of fruits and vegetables in a
shorter period. Therefore, to avoid the post-harvest loss and to increase
substantial returns to processors for off season consumption.
Availability of cheap labour, government subsidy for cold storage
and processing units, convenience of roads in case for marketing and
transport. Availability of cans, bottles, and other equipment at cheap
rate, there is tremendous for export of processed products like jam, jelly,
marmalade, pickles, etc. dehydrated and dried vegetables in addition to
domestic demand in India.
The present study has been under taken to analyse the favourable
factors of production and marketing of fruits and vegetables. The
approach of the study has been from the point of view of cultivators. The
study is designed to encourage the farmer in the area selected for study
to increase their potential demand for the purchase of suckers sapling of
high yielding varieties manures fertilizers etc.
OBJECTIVES OF THE STUDY
1. To know about the history of the fruits and vegetables of the
market.
2. To study the quantum of production in
3. To analyse the market of fruits and vegetables.
4. To analyse the reason for increase and decrease in the value of
production.
5. To offer the suggestion and conclusion on the basis of the
study.

METHODOLOGT
The study is mainly based on the primary and secondary data. The
primary required for the purpose of the study were collected through
questionnaire was explained than were personally distributed to the
fruits and vegetables producers and marketing.
The information collected on the constraint of marketing included.
Perishability of product. Season of production, bulkiness of products,
quality variation in production, irregular supply, high storage cost,
transportation cost, damage cost, lack of cold storage place,
intermediaries exploitative practise, lack of proper grading, lack of
proper quality control, low exports, freight charges, long marketing
channel, inadequate post-harvest care, primitive method of selling and
price fixation, packing of products, monopoly of middleman, packing
and loading problems, delayed payment to growers, high carriage and
other handling charges, long travel distances for market access,
advanced sales agreement and exploitation of growers by market forces.
LIMITATIONS OF THE STUDY
1. Fruits and vegetables manufactures are mainly uneducated people.
No proper record maintained.
2. The scope of the study is limited for 5 Month only.
3. Freshness as they go through fewer intermediaries, the time
required for storage or transport does not compromise the
freshness of the fruits and vegetables.
4. Being seasonal products have health benefits, since they provide
the nutrients that the body needs depending on the region and
season of the year in which they are consumed.
5. Since local fruits and vegetables dont face adverse situations in
transportation and time they avoid using chemicals on their
products.

STUDY AREA

SCHEME OF THE REPORT

1. The first chapter deals with introduction and design of
the study. It includes the introduction, statements of the
problem, period of the study, scope of the study,
objectives of the study, methodology, limitations of the
study, study area, scheme of the report.