MARKETING BEHAVIOUR OF TRIBAL MILLET GROWERS AND RELATIONSHIP WITH THEIR PROFILES

This study analysed the marketing behaviour of tribal millet growers in Dindori, Madhya Pradesh, and its relationship with their profiles. Millets, despite their nutritional and cultural importance, have seen a decline in cultivation due to shifts toward commercial crops. Tribal millet farmers face significant marketing challenges, including limited market access, lack of knowledge, and weak bargaining power. A sample of 120 respondents from six villages was analyzed using a structured interview schedule. Results revealed that most of the respondents exhibited medium-level marketing behaviour. Key factors influencing marketing behaviour include education, landholding size, gender, and cosmopolitan exposure. Education had the strongest positive effect, while gender showed a significant negative influence, with men more involved in marketing activities than women. Larger landholdings and exposure to external markets also positively impacted marketing behaviour. Variables such as age, family size, total annual income, annual income from millet cultivation, extension contact, social participation, economic motivation, and risk preference were found to be non-significant. The findings highlighted the need for targeted interventions, including educational initiatives, gender empowerment, and stronger market linkages, to enhance the marketing practices of tribal millet growers and support the sustainability of millet farming in this region.