Use of Mobile Phones by Small-Scale Farmers for Price Discovery of Fresh Produce: A Case Study from the Malur Taluk in Karnataka

  • Navolina Patnaik
Conference paper


The Indian agri-food industry is undergoing various changes with the advent of retail stores, food processing, and change of consumer preferences. The farmers now have access to more marketing channels to sell their fresh produce. This chapter is based on the research work done at Malur Taluk in Kolar district of Karnataka. With the extensive fieldwork consisting of in-depth interviews, this chapter examines the primary drivers that influence the choice of marketing channel(s) and identifies the associated transaction costs. Using transaction costs, we test the hypothesis that mobile phones help small-scale farmers in reducing information asymmetry and increasing profitability.


Mobile Phone Transaction Cost Retail Store Collection Center Demand Information 
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Copyright information

© Springer India 2013

Authors and Affiliations

  1. 1.Department of EconomicsUniversity of HyderabadHyderabadIndia

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