Marketing is the activities that creates, communicates and delivers value to the customer and
Agricultural Marketing is that domain of marketing which decides the fortunes of about fifty
percent of Indian farmers. Due to advent of new technology and innovative value creating
inputs, Indian farmers have been enhancing agricultural outputs that simultaneously
increasing marketed surplus. In this juncture, agricultural market is quite tensed as
Agricultural product is inherently perishable, seasonal and unstandardized. Besides that, the
effective agricultural marketing affects the interest of producer, trader and consumer as a
whole. That is the reason agricultural marketing environment is fluxed and changed regularly
by the policy makers.