Abstract:
This research study investigates the marketing problems for paddy cultivation in Thampalagamam division. According to the discussion we had with the farmers of Thampalagamam (2009), marketing the paddy for high price is a major problem in the area. Due to the above problem, economic, social, and culture welfare of the farmers have been affected. This is the main core of this study. The objectives of the study are to identify the factors which are major hindrance to marketing the paddy in the Thampalagamam division, to find out the factors promoting the marketing of paddy and to develop strategies for effective paddy marketing in the Thampalagamam division. The conceptual frame work consists of independent variables which are government policy, facilities, distribution channel and marketing knowledge. At the same time dependent variable is effective marketing for paddy cultivation. Data were collected from 150 respondents through the systematic random sampling method. Data evaluation method is using the five-point Likert scale, mean and standard deviation. According to the finding’s facilities, distribution channel and marketing knowledge moderately support the marketing and paddy cultivation. The identified problems are late supply of fertilizer or agrochemical, storage problems, the farmers plight due to the agreements made with mill owners to sell all the paddy to them at the time of harvesting as they provide finance fertilizer and agrochemicals on lone. Farmers a don't have sufficient knowledge regarding promotion and advertisement of sales. Suggestion to improve the paddy cultivation are to provide guaranteed price, suitable transportation facilities, loan facilities, storage facilities, control the unfavorable activities of the intermediaries and mill owners, organize adult education and introduce the organic farming method
