2024, Vol. 7, Special Issue 2

The present study was conducted in the Sarswan, and Newada, block of Kausambhi, district Uttar Pradesh with the sample size of 200 respondents to know the marketing channel involved in the vegetable growers in which primary and secondary data were used for the analysis with the different analytical tools. The study reveals that a significant portion of vegetable growers prefer to use a combination of marketing channels. This suggests that diversifying marketing strategies is a common practice among these growers, likely to reach a broader customer base and mitigate risks associated with over-reliance on a single channel.