This study was conducted to identify and analyse factors affecting marketing of vegetables among small-scale farmers in West Bengal. Data collected with structured questionnaire and analyzed using descriptive and regression analysis. Data collected from 80 vegetable growers selected from Cooch Behar using structured interview schedule and analyzed through econometric techniques. Regression analysis showed that the factors like price, production, farm size, extension contact, competition, transportation, etc. determine the arrival of vegetable crops in the market. Correlation analysis among the variables from demand-side showed that population growth, per capita income and production level had positive correlations with market arrival (demand) of vegetable crops. The study recommended higher investment, favourable government policy, quality of produce, post-harvest facilities, etc. for improving overall marketing efficiency.

Highlights

• Population growth, per capita income, and production level of vegetables had positive relationship with market arrival (demand side) of vegetable crops.
• Price had remained to be the most important independent variable to determine the volume of market arrival when analyzed from both supply-side and demand-side.