Journal of Economics, Management and Trade

The present study has examined the marketing efficiency and price spread of different existing channels and Post-harvest losses in Banana. The shortest route to customers i.e. Channel IV was the most efficient channel. Channel III was less efficient than other channels as the marketing costs involved in this channel was higher. Channel I and II were mostly used for marketing of produce to local and distant markets. Marketing efficiency is inversely proportional to price spread. Since the price spread is lowest in case of Channel IV, marketing efficiency is highest (1.37). The next efficient channel is Channel I (0.93). As the number of intermediaries increases the channel becomes less efficient. To increase the efficiency the producer should be able to contact customers directly.  PHL is a matter of grave concern. It was found that PHL was higher at wholesaler level (7.23 percent) followed at producer’s level (6.59 percent) and then at retailer’s level (4.41 percent). Creation of cold storage structures, the establishment of ripening centres and processing units, providing refrigerated trucks for long distance transportation etc. are required to strengthen the supply chain of Banana.