Unethical marketing practices in Indian Apple Fruit Industry – A case study of Jammu & Kashmir Apple Fruit Industry
DOI:
https://doi.org/10.37497/2966-1722.ODS.v2.n00.11Keywords:
Unethical marketing,, Apple industry,, Growers,, Middlemen,, Government regulationAbstract
Objective: This study aims to analyze unethical marketing practices within the apple fruit industry in Jammu & Kashmir, India, examining the government's role in curbing these practices and assessing their impact on growers and traders. The study also seeks to identify the main challenges faced by the industry and suggest measures for its sustainable growth.
Methodology: A random sampling survey of 300 respondents, comprising mainly apple growers and traders, was conducted in Kashmir. The primary data were collected and analyzed using simple statistical methods. The study examined various facets of the apple industry, including crop insurance, financial dependence, packing, transportation, and sales practices, to assess the prevalence and impact of unethical marketing.
Results: The study found widespread unethical practices at all levels of the apple marketing chain, from input supply to final sale. These included the sale of counterfeit agricultural inputs, manipulation by middlemen, and opaque auction practices at market levels. Growers were the most affected, receiving minimal returns while middlemen captured large profits. The lack of government regulation and intervention exacerbated these issues, resulting in substantial losses for the growers.
Conclusions: The study concludes that unethical marketing practices are pervasive in the Jammu & Kashmir apple industry. The government's failure to regulate these practices contributes significantly to the growers' economic challenges. The study recommends stronger government oversight, technological advancements, and transparent auction systems to ensure fair practices and promote the sustainable development of the industry.
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