Betel vine (Piper betle L.) farmers’ marketing behaviour: An analysis using the com-b model and multiple linear regression technique

Betel leaf, known as the ‘Green Gold of India’, has significant commercial potential, poised to boost foreign exchange reserves. The present study aims to understand marketing dynamics and improve farmers’ incomes. A mixed method survey, employing sociogram analysis and the COM-B model included 400 randomly selected farmers from Kumbakonam, Thanjavore district. Findings reveal a predominant reliance on village-level traders (43.08%), followed by commission agents (31.12%), export organizations (17.38%) and consumers (8.42%). Analysis of the COM-B model underscores the crucial roles of extension personnel and family support in marketing endeavours in highlighting challenges viz., market price awareness deficiency (31.80%) and ad-hoc selling practices driven by immediate cash needs (29.80%). Multiple Linear regression analysis indicates that COM factors account for 40.60% of the variance in marketing behaviour. The study emphasizes state intervention to enhance betel vine growers’ marketing strategies, including training, demonstrations, policy formulation, and storage facilities, to boost income.