Interpretive Structural Modeling (ISM) for Analysis of Factors Affecting Marketing Efficiency of Fresh Mango Supply Chain: Indian Perspective

An effective marketing strategy is essential to get a competitive price to the farmer and the best quality product to the customer. Marketing efficiency (ME) reflects the distribution of price between producer and customer in the fruit supply chain. Farmers mostly use traditional marketing because of fear of the perishability and seasonal nature of the mango, leading to significant price fluctuation. The major scope of this paper is to identify, study and model various factors, and their effect on ME and farmers' profit. After reviewing the available literature and taking experts opinion, eighteen factors were found which directly or indirectly affect ME. Interpretive Structural Modeling (ISM) is an ideal method to determine the key factors that influence ME. The developed ISM model is helpful for farmers to make appropriate decisions in the mango marketing system. After analyzing various factors, the following three factors are primarily responsible for improving ME and farmers' profit. These are lack of government control and assistance in the marketing system, lack of industrial and business approach in farming, and lack of education or low education levels of farmers.