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The marketing organization of our village, as viewed
from this broad outlook, makes an extremely interesting
study. We have divided this chapter into two sections.
The first embraces a general discussion of marketing in
both its aspects, namely, marketing of necessaries and of
farm produce. The second deals with a special detailed
discussion of the marketing methods followed in this re-
gion^ with regard to principal articles of export. This
division is made with a view to emphasize the greater
importance of marketing of farm produce than of
necessaries, in the present state of the economic develop-
ment of our rural areas. It is easy to understand that once
the farmer's purchasing power is augmented and his
standard of living raised, he will be tempted to devise
means for making his purchases more efficient and eco-
nomical.
SECTION I.
A GENERAL DISCUSSION OF MARKETING
ORGANISATION
Marketing is either direct or indirect. The former
hinges mainly on the place at which marketing is done,
since the producer and the consumer must meet often, or
at least occasionally, to settle the conditions of their bar-
gain. It can, therefore, be conveniently divided into four
groups :—
(1) At the home of the producer,
(2) At the home of the consumer,
(3) At the market place,
(4) Transactions between buyers and sellers staying
far apart through the medium of post and rail.
These may be called direct forms of marketing as
against indirect ones with which we shall deal later.
DIRECT MARKETING
(i) At the home of the producer. In the village under
study, commodities most usually sold in this market^are
milk, sour milk, curds, ghee and dried fish. This primi-