Vol. 10, Special Issue 12 (2021)

Author(s):
PR Prasidha, M Asokhan and N Suganthi

Abstract:
Cauvery delta zone is the major rice belt of this state, owing to its assured irrigation for paddy farming. However, the vagaries of monsoon resulting in frequent drought and flood results in failure of farming. This situation is further accentuated by the delayed release of Cauvery water. In general high risk occupation would fetch more earning. But for that, a good risk management approach should be followed. Ideal risk managing farmer needs to anticipate problem and stay prepared thereby reducing the detrimental effects of farming. Hence the marketing behaviour of the paddy growers was considered important and studied as one of the factor. Marketing behavior is the most frequently involved marketing pattern of the respondents which includes mode of sale of harvested produce, mode of payment received for the same and the place of sale. Item wise percentage analysis was done under each aspect of this variable. The study location chosen for the study was Thanjavur, Thiruvarur and Nagapattinam Districts with a sample size of 239 respondents.