MSc

The study entitled "Marketing Practices of Fruit and Vegetable
Processing Industries in Thrissur District" was undertaken to
examine the practices in procurement of inputs, selection of
product mix and cost and to examine the marketing efficiency of
the fruit and vegetable processing industries.
Fruit and vegetable processing units, falling respectively in the
classes of ‘oldest unit in the district', ‘excellent unit in the
district’, ‘co-operative form of organisation’, and ‘a household



rural unit’ were selected from the district. Farmers



intermediaries in the procurement of raw materials, intermediates
in the distribution network of processed products and consumers
were selected randomly for gathering primary data. The data was
collected during the period 1993-1995. Simple averages,
percentages, tables, non-paramatric test and direct reporting
comprised the methodology.
The main raw materials used by the processing industry was fruits
and vegetables collected from local production centres. However,
raw materials were also procured from out-of-state production
centres when insufficiency was felt and to improve the product
range.
The number of channels and intermediates in the procurement
process was lengthy, but were performing certain critical
functions at times. So the study suggests a revised model which

combines the positive aspects of each channel and also provides
satisfaction to the farmers, functionary and processing units.
The product mix of the oldest unit was the highest while that of
the rural household unit was the lowest. It was observed that
when product mix was higher, price of products also went up.
The marketing efficiency of the distribution network analysed
through functional, price spread and consumer response analysis
revealed that channel involving dealers was the most effective
channel.
Finally, a new model, from procurement of raw materials to
distribution of procesed items, is suggested for improving the
performance of processing industries.